What this lesson covers
What does my customer need to believe, and how do I find out in their own words?
- Primary and secondary research
- Customer interviews and listening to reviews
- Jobs to Be Done
- Social listening and search data as research
- Writing an insight brief
Why this matters now
Placeholder for the lesson's opening story: a vivid, real moment where a marketer or small-business owner meets this exact problem.
Client Track
Placeholder for the optional Client Track sidebar: how to apply this lesson to a real business, client, campus organization or cause.
Key terms
Placeholder for the lesson's key vocabulary.