<aside> <img src="https://prod-files-secure.s3.us-west-2.amazonaws.com/06998670-3a0e-4bf0-8189-6e5f4a837f9b/f8e16e4e-a1ad-4eb8-97e0-0f3ac8bd7a6d/FOOTHILL_LOGO.png" alt="https://prod-files-secure.s3.us-west-2.amazonaws.com/06998670-3a0e-4bf0-8189-6e5f4a837f9b/f8e16e4e-a1ad-4eb8-97e0-0f3ac8bd7a6d/FOOTHILL_LOGO.png" width="40px" /> Welcome to your Customer Research Template by Foothills Marketing Co.

The goal of this template is to simplify your customer research workflow.

Included in this template is:

• A Guide to Customer Research
• Interview and Task Databases
• Management Dashboards

Foothills Marketing Co specializes in creating customer validated paid media strategies for early stage companies promoting wellness and healthy living.

**Schedule your FREE alignment call to get started!

As a thank you for downloading this template, you are eligible for 50% off your first month with Foothills Marketing Co.**

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Introduction to Customer Research

Why are customer interviews so important?

Customers are at the heart of soul of any successful marketing team. By utilizing customer interviews you get the following:

• Deep understanding of customer needs
• Validated or invalidated assumptions of target audience
• An understanding of the exact language customers use to talk about your product/service
• A roadmap for product/service development
• An understanding of where your competitive advantage lies
• Development of customer loyalty

How do you identify which customers to interview?

The short answer is to start with your best customers.

Tip: If possible, interviewing your worst customers can provide insight into the variables and trends of target audiences you should avoid. Lastly, look to interview prospective clients.

For B2B Companies:

Identify customers who:

• Most closely fit your ideal ICP
• Produced the least amount of friction throughout the sales and onboarding process
• Have been with you the longest
• Provided the most value to you during your partnership

For B2C Companies:

Identify customers who:

• Most closely fit your ideal ICP
• Have brand loyalty indicated by repeat purchases
• Identified online brand advocates
• Are either early adopters or most recent customers