Guides Claude to help marketers plan, conduct, and apply customer research—including interviews, sales call analysis, win/loss programs, social listening, and secondary research—to inform messaging, positioning, ICP definition, and campaign strategy.
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# Customer Research
## Overview
This skill covers how B2B marketers should conduct, structure, and apply customer research across its full range—from direct customer interviews and win/loss programs to sales call analysis, social listening, and secondary research. All practices are sourced exclusively from guests on the Exit Five podcast. Where guests disagree, those disagreements are surfaced explicitly rather than resolved.
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## Foundational Principles: Why and When to Research
**Research before strategy, always.** Before developing messaging, selecting channels, or building campaigns, ground your work in customer and market data—not internal brainstorming. Start with customer research, analyze calls, look for themes and patterns, and map insights to your strategy. (Source: Diane Wiredu, Episode #300)
**Use writing difficulty as a research signal.** If you're struggling to write copy or develop messaging, it's not a creative block—it's a research deficit. Go back and gather more data before trying harder to write. Once you have enough research, the writing flows naturally. (Source: Will Hoekenga, Episode #181)
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The line at the top of this page pins the label v2026-04-21, which is what most people want. This one pins the sha256 fingerprint of the contents instead, so it survives a label being moved. Either way the exact version is written to mdr.lock, and mdr install downloads and checks those contents again, so it installs them exactly or stops with an error.
GET https://markdownregistry.com/api/v1/artifacts/art_o6fax7xvdmfwzjus
GET https://markdownregistry.com/api/v1/resolve?ref=the-nam-shub/e5-real-skills/customer-research
GET https://markdownregistry.com/api/v1/blob/06f314029f4bae41af61ae632feb5700c7a3b127bcd98adc6dbc3595adfa94fc
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