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    Course · Customer Intelligence trackStrategy

    Audience Research

    Interviews, surveys, ethnography and analytics — pick the method to fit the question.

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    Run this as a workshop

    Facilitator guides, practice worksheets and completed examples for running this with your team.

    Audience Bullseye
    Inner, middle, outer circles — who we serve first, next, last.
    ICP Card
    One page: firmographic, behavioral, fit and disqualifiers.
    Persona Sheet
    One persona: bio, jobs, pains, gains, channels, quote.
    Empathy Map
    Says, Thinks, Does, Feels — for one persona.
    Customer Interview Script
    Open · jobs · pains · alternatives · close — with prompts.
    JTBD Synthesis
    Cluster interview notes into job statements.
    Tactics that execute this

    Concrete plays and workshops you can run to ship this strategy.

    Customer Interview Script
    Tactic
    Run 5 buyer interviews using a structured script to surface real JTBD.
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    Audience Strategy
    Who you choose to serve — demographics, psychographics, pains and priorities of the buyers you actually want to win.
    Customer Strategy
    The full commitment to customers you make: segments to win, jobs to solve, promises to keep, and value to deliver over the lifetime.
    Segmentation
    Segment a market by need, behavior, value and context — not just demographics.
    Personas
    Fictional profiles that make abstract segments concrete for the team.