To understand the Job your customer “hires” your solution for—the one that led them to “fire” their past solution, search for new ones, and ultimately choose yours—you need clarity on: The struggle… (When I…) That motivated customers…(help me…) To seek a desired outcome (so I can…). Taken together, these three elements (struggle, motivation,

Redefine teams’ and individuals’ targets. Use the new KPIs you’ve defined to track performance on projects and daily tasks.

When you signed up for [product name], what happened that made you feel certain it was the right solution for you? Now that you have [product name], what’s the number one thing you’re able to do that you weren’t able to do before? What do you wish [product name] did that it doesn’t do today?

What is the customer thinking as they struggle, evaluate, and grow? What is the customer doing as they struggle, evaluate, and grow? What is the customer feeling as they struggle, evaluate, and grow?

Engagement, or Continued Value: where it’s clear that customers have established a habit and your product is embedded into their life.

Measure What You Can Act On

Contribution builds ownership.

ease of use and actionable insights. We knew their desired outcome: gain the clarity needed to take action and impress their boss or their client.

In customer research, you start with the narrowest band of quality, the cream of the crop. With audience research, you start with a wider band of quantity.