# Customer Research

## Research Scope

## Sources

| Source | Type | Segment | Date | Evidence Strength | Notes |
|---|---|---|---|---|---|

## Segments / Situations

## Jobs

## Pains

## Gains

## Triggers

## Current Alternatives

## Buying Criteria

## Objections

## Customer Quotes

| Quote | Source | Context | Implication |
|---|---|---|---|

## Patterns

## Evidence

## Assumptions

## Hypotheses to Validate

## Implications

### Value Proposition

### Positioning

### Pricing

### Sales

### Experiments

## Open Questions

## Next Research Steps