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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


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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Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

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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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