Author
Tania Clarke
Tania Clarke is a B2B SaaS product marketer focused on using customer research and market insight to shape positioning, messaging, and go-to-market strategy.
Affinity Mapping
✓ themes that survive being broken and rebuilt
Affinity mapping: how to turn raw research into insights that stick
Affinity mapping, also called affinity diagramming, groups research observations into themes. How to run one, and how to tell when the groups are wrong.
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B2B Market Research
✓ rigor that does not depend on sample size
B2B market research: how to get useful insights from a specialized audience
B2B research means tiny populations, gatekeepers and NDAs. Here is how to run it properly when you cannot get 400 responses.
Content Testing
✓ copy people understand, trust, and act on
Content testing: how to find out if your words actually work
Content testing checks whether people understand and can act on your copy. Here are the methods, when to use each, and how to run one.
Feedback Analysis
✓ a ranked list you can defend, not a summary
Customer feedback analysis: how to find the patterns hiding in your feedback
Customer feedback analysis is the process of coding feedback into themes and ranking them by impact. Here's the six-step method, and where AI actually helps.
Customer Journey Mapping
✓ every box on the map traces to real evidence
Customer journey mapping: how to build one from research, not from a workshop guess
How to build a customer journey map grounded in research instead of workshop assumptions, and how to keep it useful after the offsite ends.
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Empathy Mapping
✓ four quadrants, every entry traceable to evidence
Empathy mapping: how to build one from real research
An empathy map organizes what a user says, thinks, does and feels. Here is how to build one from research evidence instead of workshop guesswork.
Ethnographic Research
✓ behavior makes sense once you can see the context
Ethnographic research: studying people where they actually are
Ethnographic research studies people in their own environment. Here are the methods, when field research beats a lab, and how to run it without a year in the field.
Heuristic Evaluation
✓ a ranked list of problems in an afternoon
Heuristic evaluation: the complete guide
Heuristic evaluation is an expert review of an interface against usability principles. Learn the 10 heuristics, how to run a session, how to rate severity, and when to test with real people instead.