Playbook
Customer research
Design a repeatable research process that reveals why customers buy, what language resonates, and which objections matter most, straight from the people you're trying to reach.
Introduction
I started my first job at 16 in a call centre, and I've never lost the habit of picking up the phone and talking to people. That turned out to be the most valuable skill in my entire marketing career. I've done over a hundred customer interviews across SaaS, agencies, and professional services. Every time, I hear something that changes how I think about the messaging, the offer, or the sales process. Not because the questions are clever, but because most companies simply never ask. When keywords cost fifteen euros a click and sales cycles stretch for months, guessing is expensive. Five focused conversations can tell you more than six months of assumptions. You learn the exact words your buyers use, the moment they started looking for a solution, and what nearly made them choose someone else. This playbook gives you a repeatable process to get those insights, without a research team or a big budget.