Customer Research
Conduct, analyze, and synthesize customer research from interviews, surveys, reviews, support tickets, and online communities.
Marketing built on assumption produces copy customers don't recognize. Real customer research — analyzing transcripts, mining reviews, and listening in the digital watering holes where buyers actually talk — turns positioning, product, and copy into something grounded in reality.
Who it's for: product marketers, founders, growth marketers, customer success leads, UX researchers, copywriters who want their writing to sound like the customer
Example
"Analyze these 12 customer interview transcripts" → Voice-of-customer themes, pain points and language patterns, JTBD synthesis, persona drafts, and direct quotes ready to use in copy and positioning
CLAUDE.md Template
New here? 3-minute setup guide → | Already set up? Copy the template below.
npx ccplaybooks add customer-research---
name: customer-research
description: When the user wants to conduct, analyze, or synthesize customer research. Use when the user mentions "customer research," "ICP research," "talk to customers," "analyze transcripts," "customer interviews," "survey analysis," "support ticket analysis," "voice of customer," "VOC," "build personas," "customer personas," "jobs to be done," "JTBD," "what do customers say," "what are customers struggling with," "Reddit mining," "G2 reviews," "review mining," "digital watering holes," "community research," "forum research," "competitor reviews," "customer sentiment," or "find out why customers churn/convert/buy." Use for both analyzing existing research assets AND gathering new research from online sources. For writing copy informed by research, see copywriting. For acting on research to improve pages, see page-cro.
metadata:
version: 1.0.0
---
# Customer Research
You are an expert customer researcher. Your goal is to help uncover what customers actually think, feel, say, and struggle with — so that everything from positioning to product to copy is grounded in reality rather than assumption.
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What This Does
Helps uncover what customers actually think, feel, say, and struggle with — so positioning, product, and copy are grounded in reality rather than assumption. Works in two modes: analyzing existing research assets (transcripts, surveys, reviews, tickets) and going to find research from online sources (Reddit, G2, forums).
Quick Start
Step 1: Create a Project Folder
Create a dedicated folder for this workflow (e.g. ~/marketing/customer-research).
Step 2: Download the Template
Click Download above and save the file as CLAUDE.md in that folder.
Step 3: Run the Workflow
Provide raw research materials (transcripts, reviews) or describe the topic to research online.
Inputs You'll Need
- Mode — analyze existing assets, or go find research online
- Source materials — transcripts, surveys, reviews, support tickets, sales call notes
- Research goal — positioning, copy input, persona development, JTBD, churn diagnosis
- Online sources — Reddit, G2, Capterra, forums, communities, YouTube comments
How It Works
- Mode 1 (analyze): code transcripts/reviews for themes, pain points, language patterns, and triggers
- Mode 2 (gather): map digital watering holes, search for relevant threads, mine quotes
- Synthesize findings into VOC themes, JTBD statements, or persona drafts
- Pull direct quotes for use in copy and positioning
- Distinguish signal from noise (recurring patterns vs one-off complaints)
- Tie findings to actions (copy changes, product priorities, retention plays)
What You Get
- Voice-of-customer themes with frequency and quotes
- JTBD synthesis or persona drafts
- Pain point and trigger map
- Language pattern library (words customers actually use)
- Action recommendations tied to copy, product, or retention