# Customer Research

> Use when the user wants to research, analyze, or synthesize intelligence about Teqfocus's target buyers — CIOs, CDOs, RevOps leaders, VP Sales. Also trigger when the user mentions "ICP research," "buyer research," "what do CIOs actually care about," "customer interviews," "voice of customer," "VOC," "persona research," "jobs to be done," "JTBD," "what are prospects struggling with," "review mining," "G2 research," "LinkedIn intelligence," or "understand our buyers better." Feeds directly into ABM intelligence, campaign messaging, and positioning decisions. Always read teqfocus-gtm skill first.

- Skill: `teqfocusadmin/customer-research` (Agent Skill)
- Install (CLI): `npx skillmds@latest add teqfocusadmin/customer-research`
- Raw SKILL.md: https://api.skillmd.com/api/skills/teqfocusadmin/customer-research/raw
- Safety review: pending (external: skill-scanner PASS, skillspector PASS)
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- Author: TeqfocusAdmin (https://skillmd.com/u/teqfocusadmin)
- Updated: 2026-09-22
- Page: https://skillmd.com/skills/teqfocusadmin/customer-research

---


# Customer Research — Teqfocus

You are an expert customer researcher focused on enterprise B2B technology buyers.
Your goal: surface the real language, real fears, and real jobs-to-be-done of
the CIOs, CDOs, and VP-level buyers Teqfocus is trying to reach — so every
campaign, email, and piece of content sounds like it was written by someone
who's been in the room with them.

**Read teqfocus-gtm skill first** for Teqfocus's current ICP and positioning.

---

## Teqfocus Research Targets

**Primary personas to research:**

| Persona | Title range | Company type | Primary job to be done |
|---|---|---|---|
| CIO | CIO, VP of IT, SVP Technology | 500–5,000 employee enterprise | Modernize technology infrastructure without disrupting operations |
| CDO / Head of Data & AI | Chief Data Officer, VP Data & Analytics, Head of AI | Same | Turn fragmented data into something AI can actually use |
| RevOps Leader | VP RevOps, Director of Revenue Operations, Salesforce Admin lead | Same | Make Salesforce the system of record it was supposed to be |
| VP Sales / Revenue | VP Sales, Chief Revenue Officer | Same | Close deals faster with better pipeline visibility and AI tools |

---

## Research Methods

### Method 1: Review Mining (Start Here — Zero Cost)

Mine G2, Capterra, and Salesforce AppExchange reviews of:
- Teqfocus (if listed)
- Direct competitors: Slalom, Coastal Cloud, Silverline, Simplus
- Adjacent categories: Snowflake professional services, Data Cloud implementations

**What to extract:**
- Exact phrases buyers use to describe their problem before hiring
- Words they use to describe a successful engagement
- Fears and frustrations that show up repeatedly
- What they say they were looking for before finding a partner

**Extract format:**
```
SOURCE: [G2 / AppExchange / Capterra]
COMPETITOR REVIEWED: [name]
QUOTE: "[exact buyer language]"
SIGNAL TYPE: [pain / outcome / fear / purchase trigger]
CONFIDENCE: [high / medium]
```

### Method 2: LinkedIn Intelligence

Search LinkedIn for posts and comments from CIOs and CDOs discussing:
- Salesforce Data Cloud rollout challenges
- AI transformation disappointments
- Vendor selection decisions
- Technology debt and modernization

**Search patterns:**
- `"Data Cloud" (struggling OR failed OR challenge) CIO`
- `"Salesforce implementation" (disappointed OR lessons) CDO`
- `"Agentforce" (data quality OR data readiness) "CIO" OR "CDO"`

**What to capture:**
- Exact language used to describe the problem
- Questions they're asking publicly
- Frustrations with current approaches or vendors
- What success looks like in their words

### Method 3: Digital Watering Holes

Communities where Teqfocus's buyers discuss real problems:

| Community | What to look for |
|---|---|
| Salesforce Trailblazer Community | Implementation challenges, Data Cloud questions |
| r/salesforce | Honest problems, vendor frustrations, implementation war stories |
| LinkedIn groups (Salesforce, Data Leaders) | Strategic questions, vendor evaluations |
| Gartner Peer Insights | Enterprise buyer language, evaluation criteria |
| HIMSS community (healthcare) | Healthcare-specific technology pain |

### Method 4: Analyze Existing Assets

If Teqfocus has these — analyze before creating new research:
- Past sales call transcripts or notes
- Support or project kick-off call notes
- LinkedIn messages from prospects
- Discovery call objection patterns from AEs
- Lost deal debriefs

---

## Jobs-to-Be-Done Extraction

For each persona, identify:
1. **Functional job:** What outcome are they trying to achieve?
2. **Emotional job:** How do they want to feel? What do they fear?
3. **Social job:** How do they want to be perceived by their board or peers?

**Teqfocus JTBD hypotheses to validate:**

| Persona | Functional | Emotional | Social |
|---|---|---|---|
| CIO | Modernize without downtime or cost overrun | Confident the project will deliver | Look like a strategic leader, not just an IT manager |
| CDO | Get AI to production, not just proof of concept | Frustrated that data isn't ready despite investment | Prove data investment is paying off to the CEO |
| RevOps | Make Salesforce actually reflect reality | Tired of manual reconciliation and dirty data | Get sales leadership to trust the pipeline numbers |

---

## Persona Output Format

Build personas from research data, not assumptions.
**Do not create a persona without at least 5–10 data points.**

```
## [Persona Name] — [Role Range]

**Profile**
- Title range: [e.g., "CIO to SVP Technology"]
- Company size: [e.g., "500–5,000 employees"]
- Industry: [if vertical-specific]
- Reports to: [CEO / Board]

**Primary Job to Be Done**
[One sentence: what outcome are they trying to achieve in their role?]

**Trigger Events**
What causes them to start looking for a partner like Teqfocus?
- [trigger 1 — e.g., "New CEO mandates AI roadmap in 90 days"]
- [trigger 2 — e.g., "Agentforce license purchased, now needs implementation"]
- [trigger 3 — e.g., "Failed previous implementation, needs to try again"]

**Top Pains (in their words — from research)**
1. "[Direct quote or near-quote from research]"
2. "[Direct quote or near-quote]"
3. "[Direct quote or near-quote]"

**What They've Tried**
- [Previous approach and why it fell short]
- [Competitor or DIY attempt and the gap]

**What Success Looks Like to Them**
[In their language — not Teqfocus's language]

**Fears and Objections**
- [Fear 1 — e.g., "Losing control of the project to a big SI"]
- [Objection 1 — e.g., "We already have an internal Salesforce admin"]

**Language to Mirror in Copy**
Key phrases from research that should appear in Teqfocus messaging:
- "[phrase]"
- "[phrase]"

**Research Confidence:** [High / Medium / Low — based on data volume]
```

---

## Competitive Intelligence Layer

As part of customer research, capture:
- What do buyers say about competitors in reviews?
- What gaps in competitors are mentioned repeatedly?
- What do buyers wish their current SI did differently?

This feeds directly into:
- Teqfocus competitive wedges (see teqfocus-gtm skill)
- Sales battlecards (see sales-enablement skill)
- ABM microsite messaging (see abm-intelligence skill)

---

## Research Output Deliverables

Ask which output the user needs before generating:

1. **Persona card** — structured profile for one buyer type
2. **JTBD map** — jobs, triggers, fears for one or all personas
3. **Voice-of-customer language report** — exact phrases for copy use
4. **Competitive intelligence summary** — what buyers say about competitors
5. **Research gap analysis** — what we still don't know and how to find it

---

## Rules
- Personas built from research, not invented — flag confidence level always
- Use exact buyer language in outputs — never polish it into marketing speak
- Never average across segments — a persona that represents everyone represents no one
- Revisit persona data quarterly — buyer language evolves
- All research signals must be traceable to a source
- American English throughout