The three levels of customer research

Customer research can be done on three different levels using the Sherlock Holmes approach: The macro, meso and micro level.

On macro level you’ll learn more about
• Market segment
• Market size
• Overall market trends

On meso level you’ll look into
• Buyers and user personas
• Online user communities
• Competitors

On micro level you’ll gain more knowledge from
• Customer interviews
• Surveys
• Industry conferences