customer-research

Conduct 3-5 semi-structured interviews per persona type covering goals, pains, buying process, and information sources. Then synthesize recurring patterns into a persona template with decision criteria, objections, messaging guidance, and verbatim quotes.

An ICP defines the ideal company using firmographic and behavioral criteria like size, industry, and buying behavior. A persona describes the individual buyer's role, goals, pains, and decision process. You need both for effective targeting.

Interview decision-makers 1-2 weeks after deals close, using separate guides for wins and losses. Categorize reasons into product, price, competitive, relationship, and strategic buckets, then quantify trends in a quarterly dashboard with recommended actions.

Plan for 15-25 total interviews, with 3-5 per persona type. This volume typically reveals repeating patterns in goals, pains, and decision criteria. Persona development usually takes 2-4 weeks including synthesis.

Use JTBD research when developing positioning or product strategy and you need to understand underlying purchase motivation rather than demographic profiles. JTBD interviews focus on switching triggers, the purchase story, and the progress customers wanted to make.