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For Customer Experience Professionals

The Winning Way To Plan Customer Research

Use Forrester's Customer Research Canvas To Drive The Why, What, How, And Who Of Your Research Efforts

February 12, 2019

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Why Read This Report

Although companies increasingly recognize that if they want to improve CX significantly, they can't skip customer research, Forrester consistently hears from CX pros who struggle to conduct the research they need. To find success, CX pros need to take a pragmatic approach that helps identify the problems they aim to solve, use that knowledge to select methods, and pull in the right stakeholders. Forrester has created the Customer Research Canvas — a one-page planning tool to help CX pros execute research better. This report describes the canvas and how to use it.

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Table of Contents

  • Effective Customer Research Starts With A Plan
  • Use Forrester's Customer Research Canvas To Answer Key Questions
  • Recommendations

  • Use The Canvas To Create An Effective Research Plan
  • Related Research Documents

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