Staying true to the habits we said we would be taking into 2025 we’re back this week talking about talking to customers. 

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We’ve documented our end-to-end process for using customer insights to drive growth, creating a practical, step-by-step guide to help you uncover hidden trends, address customer pain points, and build solutions that truly resonate.

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👉 Read the full guide on Notion

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In it we cover:

1. What to ask

Asking the right questions is key. And we’re sharing our cheat sheet based on 100s of customer insights projects! 

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We look at the key areas of focus on:

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• What are they struggling with?
• What else have they tried and why didn’t they work?
• Where do they go looking for answers?
• What does ‘good’ look like to them?
• What stops them from trying something new?

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Complete with our top interview and survey questions to help you get the answers you need. 

2. When to ask

Timing is everything! It can make all the difference in gathering the right insights. For example - how can you expect someone to recall the specifics of why they made a purchase decision if you ask them about it 6 months after it happened?

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 The guide explores the most powerful moments to ask for customer feedback, such as:

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• Immediately after sign-up or purchase
• After periods of inactivity
• When a customer reaches a specific milestone
• When a customer cancels or leaves

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By asking the right questions at the right time, you’ll uncover insights that are both timely and actionable.

3. How to ask

Different research methods give you different types of insights. Knowing when to use each method will help you get the most useful information to make better decisions. 

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➡️ Interviews provide depth, allowing you to understand the deeper motivations behind customer behaviour

➡️ Surveys give you breadth, helping you gather quick insights from a larger audience

➡️ Focus groups help you explore ideas in a group setting and uncover unique insights through group interaction

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We cover each method in detail in the guide so next time you’re looking to learn more about your customers, or potential customers, you can refer to this to decide which method will give you the best results. And if you’re unsure where to start, we’re happy to help!

4. How to use your insights 

And last but by no means least we look at how you can take the learnings and actually put them into practice.

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The real work starts once you’ve gathered insights and feedback – now it’s time to categorise, prioritise, test, and communicate those insights to drive meaningful action.

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In the guide we look at: 

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• Prioritising and categorising feedback
• ​​Mapping insights along the customer journey
• Testing ideas and measuring the impact

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There’s also a great example in there of how Koru Kids made a big shift in their messaging using customer insights which led to a +281% boost in conversions! 

Why does this matter now?

In a market where buyer behaviour is shifting fast, understanding your customers is one of the biggest competitive advantages you can build. Whether you’re focused on acquisition, retention or conversion, the businesses growing fastest are the ones listening closest.

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This guide doesn’t just tell you what to do at a theoretical level; it’s full of tools and frameworks to make it happen.

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Ready to dive in?

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👉 Read the full guide on Notion

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If you’ve got questions or want to share your insights journey, drop me a line - I’d love to hear from you!