The research playbook for product teams
Practical guides on user interviews, jobs-to-be-done, NPS, churn analysis, and the methods product teams use to learn from their customers.
User interviews
What user interviews are, how to run them well, and the methods top product teams use to learn fast.
User research
A complete guide to user research methods, when to use each, and how to build a continuous discovery practice.
Usability testing
Methods for catching UX friction before launch, from moderated tests to AI-led friction interviews.
Concept testing
How to validate product, creative, and message concepts before building. Methods, frameworks, and pitfalls.
Customer discovery
How early-stage teams find product-market fit through structured customer conversations.
Qualitative vs quantitative research
When to choose each, how to combine them, and the trade-offs in depth, scale, and decision speed.
Jobs-to-be-done
The JTBD framework explained, interview structure, switching triggers, and how to write good JTBD questions.
Customer feedback loop
How to build a feedback loop that drives product decisions instead of producing reports nobody reads.
Churn analysis
Methods for understanding why customers leave, from cohort analysis to AI-led cancel interviews.
NPS
What NPS measures, what it doesn't, and how to use the score as the start of a conversation, not the end.
AI-moderated interviews
What an AI-moderated interview actually is, how it differs from chatbot surveys, and when to use one.
Voice of customer
Methods, tools, and programs for capturing the voice of customer at scale, from survey to insight.
Customer segmentation
How to segment customers for research and product decisions, beyond demographics, into behavior and JTBD.
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