The Winning Way To Plan Customer Research

Although companies increasingly recognize that if they want to improve CX significantly, they can’t skip customer research, Forrester consistently hears from design pros who struggle to conduct the research they need. To find success, firms 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. This report describes Forrester’s Customer Research Canvas — a one-page planning tool that helps firms execute research better and avoid common research planning mistakes by focusing on 12 essential questions in four key areas: why, what, how, and who.