What is the Customer Research Framework?
The Customer Research Framework is a structured approach to running customer conversations that produce decisions, not just notes. It covers how to choose who to talk to, what to ask, how to record what you hear, and how to synthesize raw responses into themes that drive product, pricing, and go-to-market choices.
Who this is for and when to use it
Founders running early discovery, product teams validating new features, marketers refining positioning, and operators trying to understand why customers leave. Use the framework before you build, before you reposition, after a churn spike, before a pricing change, and as an ongoing weekly practice. The best founders do five customer conversations a week.
What is inside
A written guide covering the four phases of customer research (plan, recruit, conduct, synthesize) with example interview guides for the most common research goals, plus an editable spreadsheet that holds your interview log, transcripts, and theme synthesis in one place. Pair with The Customer Research Guide for the full narrative explanation.
Key concepts you will learn
The Mom Test approach to avoiding leading questions, the difference between problem interviews and solution interviews, behavioral versus attitudinal questions, the Jobs-to-be-Done lens, how to recruit interviewees, sample sizes for qualitative research, and how to turn ten conversations into three priorities.