Customer Research

Customer research is the process of gathering evidence about the people a business serves, including their needs, questions, concerns, and decisions. A cleaning company might review recurring customer inquiries, interview recent customers, or test whether its service descriptions are clear. The goal is to learn from real experiences instead of assuming that every customer chooses based on price. Customer research can inform a target audience definition or a persona, but a persona is a summary tool, not the research itself. Small samples can still uncover useful questions; they should not be portrayed as statistically representative of an entire market without appropriate methods.