Customer Research Playbook: Ideal Customer Profile (ICP) Discovery and Validation

Table of Contents

• Why This Playbook is Important

• Key Research Goals

• Research Methodology, Data Collection, and Analysi …

  • Key Components

• Key Criteria to Assess

• Open Ended Questions to Ask Participants

  • Firmographics & Role

  • Challenges & Buying Triggers

  • Evaluation and Decision Process

  • Product Fit and Value

  • Buying Behavior & Engagement Preferences

  • Negative Fit/Churn Indicators

• Expected Outcomes

• Customer Feedback Loop: Implementation Timeline

• Qualitative Interview Best Practices

  • 1. Preparation

  • 2. Building Rapport

  • 3. Asking Questions

  • 4. Creating an Engaging Environment

  • 5. Managing the Interview

  • 6. Ending the Interview

  • 7. Post-Interview Best Practices

  • 8. Presenting Insights

Why This Playbook is Important

This playbook will help you uncover the traits, motivations, needs, behaviors, and success factors of the customers who derive the most value from your solution - and are most likely to convert, renew, and advocate for you. It also:

1. Optimizes Targeting: Aligns marketing, sales, and product strategies around the most valuable and reachable audience.

2. Improves Conversion Rates: Focuses resources on prospects most likely to engage and buy.

3. Enhances Product-Market Fit: Ensures your product solves the right problems for the right personas.

4. Reduces Churn: Identifies customers who stay, succeed, and grow with your product or service.

5. Informs Go-to-Market Strategy: Shapes campaigns, messaging, and positioning to resonate with ideal buyers.