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What are the best tools and methods for researching customer needs and goals?

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Customer personas are fictional representations of your ideal customers, based on real data and insights. They help you understand your customers' needs, goals, challenges, and behaviors, and tailor your products, services, and marketing accordingly. In this article, you'll learn how to create customer personas in the context of customer experience, using the best tools and methods for researching customer needs and goals.

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1 Why customer personas matter

Customer personas are not just nice-to-have, they are essential for creating a customer-centric culture and delivering a great customer experience. Customer personas help you empathize with your customers, segment them into meaningful groups, and communicate with them effectively. They also help you align your teams, strategies, and resources around a common vision of who you're serving and how you can add value to them.

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Michael Kalmykov

People first UX leader.
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They don't. At least not how most people use them. Personas can be useful for level-setting user sentiment, but most people use them as a crutch and fabricate false feedback from them. Instead of assuming to know what users want, focus on gathering specific user insights on a per-project basis.

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Ken Joldersma

Digital Designer IV at FirstEnergy
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I think Michael Kalmykov is spot on with what a persona is and how it is used. Too many times a marketing or communications department will commission some "ad agency or such" to create them then base all their decisions on them. This is exactly the opposite of what should be done. Spending the time to interview your users in all their variations will give you a small but realistic insight into who they are.

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2 How to research customer needs and goals

The first step in creating customer personas is to research your customers' needs and goals, using both qualitative and quantitative methods. Qualitative methods include interviews, surveys, focus groups, and observation, where you ask your customers open-ended questions and listen to their stories, feedback, and opinions. Quantitative methods include analytics, metrics, and data, where you measure your customers' behavior, preferences, and satisfaction. You can use various tools, such as Google Analytics, SurveyMonkey, Hotjar, and UserTesting, to collect and analyze customer data.

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Ken Joldersma

Digital Designer IV at FirstEnergy
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I mostly agree with this perspective and the methods for the most part. Using as many avenues of input as possible is a good start.

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3 How to segment your customers

The next step is to segment your customers into different groups, based on their needs and goals, as well as other criteria, such as demographics, psychographics, and behavior. You can use tools, such as Excel, Google Sheets, or HubSpot, to organize and visualize your customer data, and identify patterns and trends. You can also use tools, such as Empathy Map, Value Proposition Canvas, or Jobs to be Done, to understand your customers' pain points, motivations, and desired outcomes.

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4 How to create customer personas

The final step is to create customer personas, using the data and insights you gathered from your research and segmentation. You can use tools, such as Xtensio, HubSpot, or Canva, to design and customize your customer personas, and include relevant information, such as name, photo, background, needs, goals, challenges, and preferences. You can also add quotes, stories, or scenarios, to make your personas more realistic and relatable. You should create at least one persona for each customer segment, and review and update them regularly.

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5 How to use customer personas

Once you have your customer personas, you can use them to guide your customer experience strategy and tactics. You can use your personas to define your value proposition, create your customer journey map, design your user interface, craft your marketing messages, and optimize your customer service. You can also use your personas to test your assumptions, validate your ideas, and measure your results. You should share your personas with your team, stakeholders, and partners, and use them as a reference point for all your customer-related decisions.

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Jose Gutierrez

Product Manager
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Once you have personas established, you can focus on the right problems to solve for these personas. It's tempting to jump into creating a solution for them but it's even more important to find the right problems to solve. You could interview a dozen or more people that match the personas background you created (potentially creating more personas in the process). You'll want to establish a profile of what a day in the life is like for these personas - what are their "jobs-to-be-done?" Once you know their biggest challenges, you can then truly understand how your product solves their problems. Customers only pay for solutions that solve their problems. So, start with "who" it's for, "why" it's a problem, then "what" is the solution.

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6 How to improve your customer personas

Creating customer personas is not a one-time project, but an ongoing process. You should always seek to improve your personas, by collecting and analyzing new customer data, feedback, and insights. You should also monitor your customer behavior, satisfaction, and loyalty, and identify any changes or gaps in your customer segments, needs, and goals. You should revise and refine your personas accordingly, and keep them updated and relevant. You should also solicit feedback and input from your team, customers, and experts, and use it to improve your personas.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the best tools and methods for researching customer needs and goals?

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3

4

5

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1 Why customer personas matter

2 How to research customer needs and goals

3 How to segment your customers

4 How to create customer personas

5 How to use customer personas

6 How to improve your customer personas

7 Here’s what else to consider

Customer Experience

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What are the best tools and methods for researching customer needs and goals?

1

2

3

4

5

6

7

1 Why customer personas matter

2 How to research customer needs and goals

3 How to segment your customers

4 How to create customer personas

5 How to use customer personas

6 How to improve your customer personas

7 Here’s what else to consider

Customer Experience

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