Customer Research — Voice of Customer
"Synthesise user voice"
When to use
- "Here are 200 reviews — what do customers actually care about?"
- "Synthesize these interview notes / support tickets"
- "What objections keep coming up?"
- Before positioning, landing copy, or ads — copy written without voice-of-customer is guessing
- Works on pasted text or files; optional upgrade: web search to mine public reviews and Reddit threads
Workflow
- Ingest the corpus: pasted text, CSV/exports, or files. Note the source mix and any sampling bias (e.g. only angry customers write tickets).
- Extract verbatims into four buckets: pains, desires, objections, buying triggers. Keep the customer's exact words — never paraphrase at this stage.
- Cluster into themes per bucket; count frequency so loud-but-rare doesn't beat quiet-but-common.
- Write JTBD statements for the top clusters: "When {situation}, I want to {motivation}, so I can {outcome}."
- Build the message-market map: their words → your copy blocks (headline candidates, bullet candidates, objection-handling lines) — quoted or lightly compressed, never marketing-speak.
- Flag the gaps: pains competitors' messaging ignores, plus anything surprising that contradicts current positioning.
- Hand off: name the top theme a copywriter should lead with, and the one objection every asset must answer.
Output format
## Voice of Customer — {corpus, n items, sources}
### Themes by frequency
| Bucket | Theme | Freq | Best verbatim |
|--------|-------|------|---------------|
### JTBD (top 3)
1. When ..., I want to ..., so I can ...
### Message-market map
| They say (verbatim) | Use it as |
|---------------------|-----------|
| "..." | Headline / bullet / objection-handler |
### Gaps & surprises
- ...
### Handoff
Lead with: {theme}. Must answer: {objection}.
Quality bar
Example
Ask: "Analyze these 80 G2 reviews of my scheduling tool."
Produced: theme table (top pain: "double-booked because integrations lag", 19 mentions), 3 JTBD statements, a message-market map with 8 ready-to-use lines, gap ("nobody markets to the assistant persona who actually configures it"), and the handoff note.
1---2name: customer-research3description: Mines reviews, interviews, support tickets and forum threads for voice-of-customer insight — verbatim pains, desires, objections and triggers, clustered into themes with JTBD statements and a message-market map. Use when the user says "analyze these reviews", "what do customers actually want", "synthesize this feedback", or before writing any positioning or copy.4---56# Customer Research — Voice of Customer78> "Synthesise user voice"910## When to use1112- "Here are 200 reviews — what do customers actually care about?"13- "Synthesize these interview notes / support tickets"14- "What objections keep coming up?"15- Before positioning, landing copy, or ads — copy written without voice-of-customer is guessing16- Works on pasted text or files; optional upgrade: web search to mine public reviews and Reddit threads1718## Workflow19201. **Ingest the corpus**: pasted text, CSV/exports, or files. Note the source mix and any sampling bias (e.g. only angry customers write tickets).212. **Extract verbatims** into four buckets: pains, desires, objections, buying triggers. Keep the customer's exact words — never paraphrase at this stage.223. **Cluster into themes** per bucket; count frequency so loud-but-rare doesn't beat quiet-but-common.234. **Write JTBD statements** for the top clusters: "When {situation}, I want to {motivation}, so I can {outcome}."245. **Build the message-market map**: their words → your copy blocks (headline candidates, bullet candidates, objection-handling lines) — quoted or lightly compressed, never marketing-speak.256. **Flag the gaps**: pains competitors' messaging ignores, plus anything surprising that contradicts current positioning.267. **Hand off**: name the top theme a copywriter should lead with, and the one objection every asset must answer.2728## Output format2930```31## Voice of Customer — {corpus, n items, sources}3233### Themes by frequency34| Bucket | Theme | Freq | Best verbatim |35|--------|-------|------|---------------|3637### JTBD (top 3)381. When ..., I want to ..., so I can ...3940### Message-market map41| They say (verbatim) | Use it as |42|---------------------|-----------|43| "..." | Headline / bullet / objection-handler |4445### Gaps & surprises46- ...4748### Handoff49Lead with: {theme}. Must answer: {objection}.50```5152## Quality bar5354- [ ] Every theme backed by ≥ 2 verbatims, quoted exactly55- [ ] Frequencies counted, not vibed56- [ ] Sampling bias of the corpus stated up front57- [ ] JTBD statements contain a real situation, not a demographic58- [ ] Map entries are usable copy blocks, not categories59- [ ] At least one finding that challenges the current positioning (or explicit "none found")6061## Example6263**Ask**: "Analyze these 80 G2 reviews of my scheduling tool."64**Produced**: theme table (top pain: "double-booked because integrations lag", 19 mentions), 3 JTBD statements, a message-market map with 8 ready-to-use lines, gap ("nobody markets to the assistant persona who actually configures it"), and the handoff note.
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