customer-researchlisted

# Customer Research — Voice of Customer > "Synthesise user voice" ## When to use - "Here are 200 reviews — what do customers actually care about?" - "Synthesize these interview notes / support tickets" - "What objections keep coming up?" - Before positioning, landing copy, or ads — copy written without voice-of-customer is guessing - Works on pasted text or files; optional upgrade: web search to mine public reviews and Reddit threads ## Workflow 1. **Ingest the corpus**: pasted text, CSV/exports, or files. Note the source mix and any sampling bias (e.g. only angry customers write tickets). 2. **Extract verbatims** into four buckets: pains, desires, objections, buying triggers. Keep the customer's exact words — never paraphrase at this stage. 3. **Cluster into themes** per bucket; count frequency so loud-but-rare doesn't beat quiet-but-common. 4. **Write JTBD statements** for the top clusters: "When {situation}, I want to {motivation}, so I can {outcome}." 5. **Build the message-market map**: their words → your copy blocks (headline candidates, bullet candidates, objection-handling lines) — quoted or lightly compressed, never marketing-speak. 6. **Flag the gaps**: pains competitors' messaging ignores, plus anything surprising that contradicts current positioning. 7. **Hand off**: name the top theme a copywriter should lead with, and the one objection every asset must answer. ## Output format ``` ## Voice of Customer — {corpus, n items, sources} ### Themes by frequency