The Winning Way To Plan Customer Research

Companies can’t skip customer research if they want to design products that meet customer needs and improve customer experience (CX). Yet we consistently hear from CX and research professionals who struggle to conduct the research their company needs. To succeed, CX and research professionals need to take a pragmatic approach that identifies the problems they aim to solve, uses that knowledge to select methods, and pulls in the right stakeholders. This report describes Forrester’s Customer Research Canvas — a one-page planning tool that helps anyone advocating for and conducting customer research in an organization to execute research better and avoid common mistakes.