Customer Insight Researcher

09 customer insight global

by minhnv0807 · MIT license · ★ 599 on GitHub

Use when the user needs to understand customers deeply enough to write copy and pick targeting — consumer versus shopper, JTBD, layered persona, internal monologue, pain map, objection list, journey map, and a customer language bank…

---
name: 09-customer-insight-global
description: "Use when the user needs to understand customers deeply enough to write copy and pick targeting — consumer versus shopper, JTBD, layered persona, internal monologue, pain map, objection list, journey map, and a customer language bank pulled from real reviews and DMs. Trigger on 'customer insight', 'buyer persona', 'who is my customer', 'what do they actually want', 'jobs to be done', 'why do they hesitate before buying'. Also use when the user cannot explain who the product is for. Not for — intake questions when an agency signs a new client, see `20-client-intake-brief-global`; paid audience targeting setup, see `51-audience-research-global`; competitor study, see `08-competitor-research-global`."
metadata:
  version: 2.5.1
  category: strategy
  language: en
triggers:
  - "customer insight"
  - "buyer persona"
  - "customer profile"
  - "audience research"
  - "persona"
  - "customer journey"
  - "JTBD"
  - "jobs to be done"
output: A .md file with detailed personas, insights across 4 funnel stages, JTBD framework, customer journey map, and behavioral segmentation
related:

Overview

The buyer is not always the user, and the user is not always the decision-maker:

Manual install (npx, ZIP)

Claude Codenpx skills add minhnv0807/ai-business-skills --skill 09-customer-insight-global -g -a claude-code

Claude Code (degit)

npx degit minhnv0807/ai-business-skills/skills/en/09-customer-insight-global#master ~/.claude/skills/09-customer-insight-global

Claude.ai / desktopZip the folder and upload it under Settings → Capabilities → Skills.

Codex, Cursor, other agentsPoint them at SKILL.md. The other files are plain text.

Connects with Agent Alley MCP · agentalley.io/mcp

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Outline

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Customer Insight (Global)

Information Gathering

Ask up to 4 questions before starting:

What is your product / service? (Industry, price tier, market geography)
Who are your current customers? (Gender, age range, typical price point, channels they discover you)
Do you have customer data? (CRM data, comments/inbox, reviews, surveys — share if available)
What's the goal of this insight work? (Content writing? Ad targeting? Repositioning? New product launch? Service improvement?)

Consumer vs Shopper Distinction

The buyer is not always the user, and the user is not always the decision-maker:

	Consumer (User)	Shopper (Buyer)
Definition	Person who actually uses the product/service	Person who pays for it
Cares about	Experience, results, feelings	Price, convenience, value-for-money
Decides based on	"Will this work for me?"	"Is this worth the cost?"
Example (Skincare)	The person whose skin gets treated	Their partner / parent paying
Example (Course)	Student	Parent paying tuition
Example (Kids' toys)	The child	The parents
Example (B2B SaaS)	End-user employee	Manager / Procurement

Identification Questions

Are Consumer and Shopper the same person?
If different: who influences the purchase decision? Who shapes the experience?
Which audience should content target? (Often both — but with different angles)

4-Stage Insight Framework

Each funnel stage produces a different kind of insight:

Stage 1 — Awareness (They don't know they need it yet)

Element	Detail
State	Problem unrecognized, or aware but no solution sought
Internal question	"Isn't everyone like this?" / "Should I do something about it?"
Barrier	Problem feels normal, no trigger to act
Content needed	Pain triggers, education, problem framing
Effective channels	TikTok (reach), Instagram Reels, YouTube Shorts, blog SEO
Example insight	"They notice their skin is worse but blame the weather — never think 'skincare routine'."

Stage 2 — Consideration (They are comparing)

Element	Detail
State	Problem accepted, evaluating options
Internal question	"Which is better?" / "Is this worth it?" / "Who has tried it?"
Barrier	Too many options, fear of wrong choice, missing info
Content needed	Comparisons, reviews, case studies, process explainers, FAQs
Effective channels	Google Search, YouTube reviews, communities (Reddit, Discord, niche forums), email
Example insight	"They read 5 reviews but still hesitate — because they fear being upsold by a sales rep."

Stage 3 — Conversion (What pushes them to buy)

Element	Detail
State	Decision made, needs final nudge
Internal question	"Buy now or wait?" / "Any deals?" / "Where do I order?"
Barrier	Cost concerns, regret risk, complex checkout
Content needed	Offers, urgency, strong social proof, clear CTA, friction removal
Effective channels	Messenger/WhatsApp 1:1, landing pages, retargeting ads
Example insight	"They are ready to buy but need spousal sign-off — send them shareable info to forward."

Stage 4 — Retention (Why they come back, or don't)

Element	Detail
State	Has bought/used — deciding whether to return
Internal question	"Is it worth continuing?" / "Is something better out there?" / "Anything new?"
Barrier	Forgetting, no reason to return, mediocre last experience
Content needed	Follow-ups, exclusive value, loyalty program
Effective channels	Email nurture, SMS, in-app, VIP community
Example insight	"They liked the service but don't return because nobody reminds them — they need a reason, not just a discount."

Jobs To Be Done (JTBD)

Customers don't buy products — they "hire" them to get a "job" done.

3 Layers of JTBD

Layer	Definition	Question	Example (Skincare)	Example (Marketing course)
Functional	Practical task to complete	"What do they need to do?"	Clear acne, cleanse skin	Learn how to run paid ads
Emotional	Desired feeling	"How do they want to feel?"	Confident, well-cared-for	Calm, not afraid of mistakes
Social	Image they want to project	"How do they want to be seen?"	Beautiful, professional	Skilled, modern, successful

JTBD Template

When [situation / context],
I want to [action / solution],
so I can [desired outcome],
and feel [emotional reward].

Examples:

"When my skin breaks out before a big meeting, I want to find a fast professional treatment, so I can feel confident presenting, and feel professional."
"When I don't know how to run profitable ads, I want to learn from someone who has done it, so I can manage campaigns myself, and feel independent from agencies."
"When my Shopify store has traffic but no sales, I want to understand why visitors don't convert, so I can fix the leak, and feel in control of my business."

Persona Builder

Customer Persona Template

Persona: [Representative Name]

Demographics

Element	Value
Gender
Age range
Location
Occupation
Income / month
Family status
Education

Psychographics

Element	Value
Core values	[What do they value most?]
Fears	[What scares them when buying?]
Aspirations	[What do they want to achieve?]
Beliefs	[What do they trust? What do they doubt?]
Lifestyle	[Describe in one sentence]

Behaviors

Element	Value
Primary info channel	[TikTok? Google? Friends? YouTube?]
Online time	[Morning / Lunch / Evening? How long?]
Shopping habits	[Online/Offline? Compare before buying?]
Trusted sources	[Reviews? Influencers? Friends? Experts?]
Purchase barriers	[Price? Time? Risk? Lack of info?]
Post-purchase behavior	[Reviews? Refers others? Silent? Complains?]

Media Consumption

Channel	Usage level	Preferred content
TikTok	High / Med / Low / None
Instagram
YouTube
Facebook
LinkedIn
Reddit
Twitter / X
Google Search
Email newsletters
Podcasts

Customer Journey Map

Journey Template

Stage	Touchpoint	Behavior	Thoughts	Feelings	Barriers	Opportunities
Awareness	[Sees ad? Reads article? Friend mention?]
Research	[Google search? Watches review? Visits site?]
Consideration	[Compares competitors? Asks community?]
Decision	[Messages? Calls? Books?]
Purchase / Use	[Visits store? Pays online? First experience?]
Post-purchase	[Satisfied? Reviews? Returns? Refers?]

Moments of Truth

Moment	Description	Your action
Zero Moment (ZMOT)	Customer searches/asks before contacting you	SEO, third-party reviews, educational content
First Moment (FMOT)	First impression of product/service	Imagery, packaging, website UI, channel profile
Second Moment (SMOT)	Real experience while using	Service quality, processes, staff attitude
Ultimate Moment (UMOT)	Customer shares their experience	Encourage reviews, referrals, UGC

Insight Validation

Not every observation is an insight. A real insight must pass 3 tests:

The 3-Criteria Test

Criterion	Validation question	Pass / Fail
TRUE	Is this grounded in real data/observation, not assumption?
TENSION	Is there a contradiction, dilemma, or unresolved need?
ACTIONABLE	Can you build content, product, or strategy from it?

Validation Examples

Observation	TRUE?	TENSION?	ACTIONABLE?	Insight?
"Women 25–35 like skincare"	Yes, but generic	No tension	Not specific	NO — too general
"They know their skin worsens but blame weather, not their routine"	Yes — seen in comments	Yes — gap between awareness and action	Yes — educational content can shift mindset	YES — strong insight
"They want to try the spa but fear high-pressure upsells"	Yes — reviews and DMs	Yes — desire vs loss-of-control fear	Yes — no-upsell pledge, transparent pricing	YES — strong insight

Internal Monologue (What they think but don't say)

Customers rarely say what they actually think. This section captures the inner voice:

Internal Monologue Template

Stage	What they say	What they actually think	What it means for you
Awareness	"It's fine, normal"	"Why does everyone else look better? Is something wrong with me?"	Soft pain triggers, no pressure
Consideration	"Let me look around"	"Too many options. Hard to tell legit from scam — afraid to choose wrong"	Honest comparisons, not bragging
Conversion	"Let me think about it"	"I want it but I'm scared — afraid of wasting money or not seeing results"	Risk reduction: trial, guarantee, real reviews
Post-purchase	"It's okay"	"Should I keep going? Nobody has even checked in on me"	Follow-up, after-care, retention offers

Sources for Capturing Internal Monologue

Source	How to extract
Comments on competitor posts	Read questions, complaints, praise — especially long comments
Your DMs / inbox	Most-repeated question = biggest worry
Reviews (Google, Trustpilot, Amazon, app stores)	3-star reviews are most valuable — mixed praise + criticism
Industry communities (Reddit, niche forums, Discord)	Opinion threads, vent threads, comparison threads
Past-customer surveys	Open question: "What made you hesitate before buying?"
Sales call recordings	Listen for objections, hesitations, repeated phrases

Behavioral Segmentation

Move beyond demographics — segment by actual behavior:

6 Segmentation Dimensions

Dimension	Categories	Example segments
Purchase frequency	One-time / Repeat / Frequent	Trial buyers vs Regulars vs VIPs
Order value	Low / Mid / High	Budget vs Premium spenders
Acquisition channel	Organic / Paid / Referral	TikTok-found vs Word-of-mouth
Engagement behavior	View / Like / Comment / Buy	Lurkers vs Loyal fans
Lifecycle stage	New / Active / Lapsed / Returning	New vs Churned vs Win-back
Loyalty level	Price-driven / Loyal / Advocate	Discount-seekers vs Brand-loyal

Behavioral Segment Action Table

Segment	Traits	Best content	Channels	Offers
New (no purchase yet)	Just discovered, researching	TOFU: education, social proof	TikTok, Instagram, Google	Trial, sample
First-time buyer	Tried once, no return yet	MOFU: added value, case studies	Email, SMS	Second-purchase offer
Repeat buyer (2+)	Satisfied, building habit	Retention: exclusives, VIP perks	Email, community	Loyalty tier
VIP (5+ purchases)	Loyal, ready to refer	Referral: bring-a-friend programs	1:1, events, VIP group	Referral bonus
Churned	Bought before, now silent	Win-back: reason for absence + special offer	Email, SMS	Comeback offer

Cross-reference

Need competitor targeting analysis? → Use 08-competitor-research-global
Writing content from insight? → Use 05-ad-copy-global or 04-video-script-global
Mapping full customer journey? → Use 02-campaign-brief-global
Calculating budget by segment? → Use 10-reverse-kpi-calc-global
Building overall strategy? → Use 00-marketing-plan-global

Quality Checklist

Before delivering the insight report, verify:

Consumer vs Shopper separated — if different, each has its own strategy
Insights cover all 4 stages (Awareness, Consideration, Conversion, Retention)
JTBD covers all 3 layers: Functional, Emotional, Social
Persona has all 4 sections: Demographics, Psychographics, Behaviors, Media Consumption
Customer Journey has touchpoints, emotions, and concrete barriers — not generic
Every insight passed the 3-criteria test: TRUE, TENSION, ACTIONABLE
Internal Monologue is grounded in real sources (comments, DMs, reviews) — not imagined
Behavioral segmentation moves beyond demographics — each segment has a specific action
No assumptions without backing — every conclusion sourced or evidenced
Output drives concrete actions (content, ads, product), not just description

1	---
2	name: 09-customer-insight-global
3	description: "Use when the user needs to understand customers deeply enough to write copy and pick targeting — consumer versus shopper, JTBD, layered persona, internal monologue, pain map, objection list, journey map, and a customer language bank pulled from real reviews and DMs. Trigger on 'customer insight', 'buyer persona', 'who is my customer', 'what do they actually want', 'jobs to be done', 'why do they hesitate before buying'. Also use when the user cannot explain who the product is for. Not for — intake questions when an agency signs a new client, see `20-client-intake-brief-global`; paid audience targeting setup, see `51-audience-research-global`; competitor study, see `08-competitor-research-global`."
4	metadata:
5	version: 2.5.1
6	category: strategy
7	language: en
8	triggers:
9	- "customer insight"
10	- "buyer persona"
11	- "customer profile"
12	- "audience research"
13	- "persona"
14	- "customer journey"
15	- "JTBD"
16	- "jobs to be done"
17	output: A .md file with detailed personas, insights across 4 funnel stages, JTBD framework, customer journey map, and behavioral segmentation
18	related:
19	- 08-competitor-research-global
20	- 00-marketing-plan-global
21	- 05-ad-copy-global
22	- 02-campaign-brief-global
23	- 04-video-script-global
24	---
25
26	# Customer Insight (Global)
27
28	## Information Gathering
29
30	Ask up to 4 questions before starting:
31
32	1. What is your product / service? (Industry, price tier, market geography)
33	2. Who are your current customers? (Gender, age range, typical price point, channels they discover you)
34	3. Do you have customer data? (CRM data, comments/inbox, reviews, surveys — share if available)
35	4. What's the goal of this insight work? (Content writing? Ad targeting? Repositioning? New product launch? Service improvement?)
36
37	---
38
39	## Consumer vs Shopper Distinction
40
41	The buyer is not always the user, and the user is not always the decision-maker:
42
43	\| \| Consumer (User) \| Shopper (Buyer) \|
44	\|---\|---\|---\|
45	\| Definition \| Person who actually uses the product/service \| Person who pays for it \|
46	\| Cares about \| Experience, results, feelings \| Price, convenience, value-for-money \|
47	\| Decides based on \| "Will this work for me?" \| "Is this worth the cost?" \|
48	\| Example (Skincare) \| The person whose skin gets treated \| Their partner / parent paying \|
49	\| Example (Course) \| Student \| Parent paying tuition \|
50	\| Example (Kids' toys) \| The child \| The parents \|
51	\| Example (B2B SaaS) \| End-user employee \| Manager / Procurement \|
52
53	### Identification Questions
54
55	- Are Consumer and Shopper the same person?
56	- If different: who influences the purchase decision? Who shapes the experience?
57	- Which audience should content target? (Often both — but with different angles)
58
59	---
60
61	## 4-Stage Insight Framework
62
63	Each funnel stage produces a different kind of insight:
64
65	### Stage 1 — Awareness (They don't know they need it yet)
66
67	\| Element \| Detail \|
68	\|---------\|--------\|
69	\| State \| Problem unrecognized, or aware but no solution sought \|
70	\| Internal question \| "Isn't everyone like this?" / "Should I do something about it?" \|
71	\| Barrier \| Problem feels normal, no trigger to act \|
72	\| Content needed \| Pain triggers, education, problem framing \|
73	\| Effective channels \| TikTok (reach), Instagram Reels, YouTube Shorts, blog SEO \|
74	\| Example insight \| "They notice their skin is worse but blame the weather — never think 'skincare routine'." \|
75
76	### Stage 2 — Consideration (They are comparing)
77
78	\| Element \| Detail \|
79	\|---------\|--------\|
80	\| State \| Problem accepted, evaluating options \|
81	\| Internal question \| "Which is better?" / "Is this worth it?" / "Who has tried it?" \|
82	\| Barrier \| Too many options, fear of wrong choice, missing info \|
83	\| Content needed \| Comparisons, reviews, case studies, process explainers, FAQs \|
84	\| Effective channels \| Google Search, YouTube reviews, communities (Reddit, Discord, niche forums), email \|
85	\| Example insight \| "They read 5 reviews but still hesitate — because they fear being upsold by a sales rep." \|
86
87	### Stage 3 — Conversion (What pushes them to buy)
88
89	\| Element \| Detail \|
90	\|---------\|--------\|
91	\| State \| Decision made, needs final nudge \|
92	\| Internal question \| "Buy now or wait?" / "Any deals?" / "Where do I order?" \|
93	\| Barrier \| Cost concerns, regret risk, complex checkout \|
94	\| Content needed \| Offers, urgency, strong social proof, clear CTA, friction removal \|
95	\| Effective channels \| Messenger/WhatsApp 1:1, landing pages, retargeting ads \|
96	\| Example insight \| "They are ready to buy but need spousal sign-off — send them shareable info to forward." \|
97
98	### Stage 4 — Retention (Why they come back, or don't)
99
100	\| Element \| Detail \|
101	\|---------\|--------\|
102	\| State \| Has bought/used — deciding whether to return \|
103	\| Internal question \| "Is it worth continuing?" / "Is something better out there?" / "Anything new?" \|
104	\| Barrier \| Forgetting, no reason to return, mediocre last experience \|
105	\| Content needed \| Follow-ups, exclusive value, loyalty program \|
106	\| Effective channels \| Email nurture, SMS, in-app, VIP community \|
107	\| Example insight \| "They liked the service but don't return because nobody reminds them — they need a reason, not just a discount." \|
108
109	---
110
111	## Jobs To Be Done (JTBD)
112
113	Customers don't buy products — they "hire" them to get a "job" done.
114
115	### 3 Layers of JTBD
116
117	\| Layer \| Definition \| Question \| Example (Skincare) \| Example (Marketing course) \|
118	\|-------\|-----------\|----------\|--------------------\|---------------------------\|
119	\| Functional \| Practical task to complete \| "What do they need to do?" \| Clear acne, cleanse skin \| Learn how to run paid ads \|
120	\| Emotional \| Desired feeling \| "How do they want to feel?" \| Confident, well-cared-for \| Calm, not afraid of mistakes \|
121	\| Social \| Image they want to project \| "How do they want to be seen?" \| Beautiful, professional \| Skilled, modern, successful \|
122
123	### JTBD Template
124
125	```
126	When [situation / context],
127	I want to [action / solution],
128	so I can [desired outcome],
129	and feel [emotional reward].
130	```
131
132	Examples:
133	- "When my skin breaks out before a big meeting, I want to find a fast professional treatment, so I can feel confident presenting, and feel professional."
134	- "When I don't know how to run profitable ads, I want to learn from someone who has done it, so I can manage campaigns myself, and feel independent from agencies."
135	- "When my Shopify store has traffic but no sales, I want to understand why visitors don't convert, so I can fix the leak, and feel in control of my business."
136
137	---
138
139	## Persona Builder
140
141	### Customer Persona Template
142
143	Persona: [Representative Name]
144
145	#### Demographics
146
147	\| Element \| Value \|
148	\|---------\|-------\|
149	\| Gender \| \|
150	\| Age range \| \|
151	\| Location \| \|
152	\| Occupation \| \|
153	\| Income / month \| \|
154	\| Family status \| \|
155	\| Education \| \|
156
157	#### Psychographics
158
159	\| Element \| Value \|
160	\|---------\|-------\|
161	\| Core values \| [What do they value most?] \|
162	\| Fears \| [What scares them when buying?] \|
163	\| Aspirations \| [What do they want to achieve?] \|
164	\| Beliefs \| [What do they trust? What do they doubt?] \|
165	\| Lifestyle \| [Describe in one sentence] \|
166
167	#### Behaviors
168
169	\| Element \| Value \|
170	\|---------\|-------\|
171	\| Primary info channel \| [TikTok? Google? Friends? YouTube?] \|
172	\| Online time \| [Morning / Lunch / Evening? How long?] \|
173	\| Shopping habits \| [Online/Offline? Compare before buying?] \|
174	\| Trusted sources \| [Reviews? Influencers? Friends? Experts?] \|
175	\| Purchase barriers \| [Price? Time? Risk? Lack of info?] \|
176	\| Post-purchase behavior \| [Reviews? Refers others? Silent? Complains?] \|
177
178	#### Media Consumption
179
180	\| Channel \| Usage level \| Preferred content \|
181	\|---------\|------------\|-------------------\|
182	\| TikTok \| High / Med / Low / None \| \|
183	\| Instagram \| \| \|
184	\| YouTube \| \| \|
185	\| Facebook \| \| \|
186	\| LinkedIn \| \| \|
187	\| Reddit \| \| \|
188	\| Twitter / X \| \| \|
189	\| Google Search \| \| \|
190	\| Email newsletters \| \| \|
191	\| Podcasts \| \| \|
192
193	---
194
195	## Customer Journey Map
196
197	### Journey Template
198
199	\| Stage \| Touchpoint \| Behavior \| Thoughts \| Feelings \| Barriers \| Opportunities \|
200	\|-------\|-----------\|----------\|----------\|----------\|----------\|---------------\|
201	\| Awareness \| [Sees ad? Reads article? Friend mention?] \| \| \| \| \| \|
202	\| Research \| [Google search? Watches review? Visits site?] \| \| \| \| \| \|
203	\| Consideration \| [Compares competitors? Asks community?] \| \| \| \| \| \|
204	\| Decision \| [Messages? Calls? Books?] \| \| \| \| \| \|
205	\| Purchase / Use \| [Visits store? Pays online? First experience?] \| \| \| \| \| \|
206	\| Post-purchase \| [Satisfied? Reviews? Returns? Refers?] \| \| \| \| \| \|
207
208	### Moments of Truth
209
210	\| Moment \| Description \| Your action \|
211	\|--------\|-------------\|-------------\|
212	\| Zero Moment (ZMOT) \| Customer searches/asks before contacting you \| SEO, third-party reviews, educational content \|
213	\| First Moment (FMOT) \| First impression of product/service \| Imagery, packaging, website UI, channel profile \|
214	\| Second Moment (SMOT) \| Real experience while using \| Service quality, processes, staff attitude \|
215	\| Ultimate Moment (UMOT) \| Customer shares their experience \| Encourage reviews, referrals, UGC \|
216
217	---
218
219	## Insight Validation
220
221	Not every observation is an insight. A real insight must pass 3 tests:
222
223	### The 3-Criteria Test
224
225	\| Criterion \| Validation question \| Pass / Fail \|
226	\|-----------\|--------------------\|-----\|
227	\| TRUE \| Is this grounded in real data/observation, not assumption? \| \|
228	\| TENSION \| Is there a contradiction, dilemma, or unresolved need? \| \|
229	\| ACTIONABLE \| Can you build content, product, or strategy from it? \| \|
230
231	### Validation Examples
232
233	\| Observation \| TRUE? \| TENSION? \| ACTIONABLE? \| Insight? \|
234	\|-------------\|-------\|----------\|-------------\|----------\|
235	\| "Women 25–35 like skincare" \| Yes, but generic \| No tension \| Not specific \| NO — too general \|
236	\| "They know their skin worsens but blame weather, not their routine" \| Yes — seen in comments \| Yes — gap between awareness and action \| Yes — educational content can shift mindset \| YES — strong insight \|
237	\| "They want to try the spa but fear high-pressure upsells" \| Yes — reviews and DMs \| Yes — desire vs loss-of-control fear \| Yes — no-upsell pledge, transparent pricing \| YES — strong insight \|
238
239	---
240
241	## Internal Monologue (What they think but don't say)
242
243	Customers rarely say what they actually think. This section captures the inner voice:
244
245	### Internal Monologue Template
246
247	\| Stage \| What they say \| What they actually think \| What it means for you \|
248	\|-------\|---------------\|--------------------------\|----------------------\|
249	\| Awareness \| "It's fine, normal" \| "Why does everyone else look better? Is something wrong with me?" \| Soft pain triggers, no pressure \|
250	\| Consideration \| "Let me look around" \| "Too many options. Hard to tell legit from scam — afraid to choose wrong" \| Honest comparisons, not bragging \|
251	\| Conversion \| "Let me think about it" \| "I want it but I'm scared — afraid of wasting money or not seeing results" \| Risk reduction: trial, guarantee, real reviews \|
252	\| Post-purchase \| "It's okay" \| "Should I keep going? Nobody has even checked in on me" \| Follow-up, after-care, retention offers \|
253
254	### Sources for Capturing Internal Monologue
255
256	\| Source \| How to extract \|
257	\|--------\|----------------\|
258	\| Comments on competitor posts \| Read questions, complaints, praise — especially long comments \|
259	\| Your DMs / inbox \| Most-repeated question = biggest worry \|
260	\| Reviews (Google, Trustpilot, Amazon, app stores) \| 3-star reviews are most valuable — mixed praise + criticism \|
261	\| Industry communities (Reddit, niche forums, Discord) \| Opinion threads, vent threads, comparison threads \|
262	\| Past-customer surveys \| Open question: "What made you hesitate before buying?" \|
263	\| Sales call recordings \| Listen for objections, hesitations, repeated phrases \|
264
265	---
266
267	## Behavioral Segmentation
268
269	Move beyond demographics — segment by actual behavior:
270
271	### 6 Segmentation Dimensions
272
273	\| Dimension \| Categories \| Example segments \|
274	\|-----------\|-----------\|------------------\|
275	\| Purchase frequency \| One-time / Repeat / Frequent \| Trial buyers vs Regulars vs VIPs \|
276	\| Order value \| Low / Mid / High \| Budget vs Premium spenders \|
277	\| Acquisition channel \| Organic / Paid / Referral \| TikTok-found vs Word-of-mouth \|
278	\| Engagement behavior \| View / Like / Comment / Buy \| Lurkers vs Loyal fans \|
279	\| Lifecycle stage \| New / Active / Lapsed / Returning \| New vs Churned vs Win-back \|
280	\| Loyalty level \| Price-driven / Loyal / Advocate \| Discount-seekers vs Brand-loyal \|
281
282	### Behavioral Segment Action Table
283
284	\| Segment \| Traits \| Best content \| Channels \| Offers \|
285	\|---------\|--------\|--------------\|----------\|--------\|
286	\| New (no purchase yet) \| Just discovered, researching \| TOFU: education, social proof \| TikTok, Instagram, Google \| Trial, sample \|
287	\| First-time buyer \| Tried once, no return yet \| MOFU: added value, case studies \| Email, SMS \| Second-purchase offer \|
288	\| Repeat buyer (2+) \| Satisfied, building habit \| Retention: exclusives, VIP perks \| Email, community \| Loyalty tier \|
289	\| VIP (5+ purchases) \| Loyal, ready to refer \| Referral: bring-a-friend programs \| 1:1, events, VIP group \| Referral bonus \|
290	\| Churned \| Bought before, now silent \| Win-back: reason for absence + special offer \| Email, SMS \| Comeback offer \|
291
292	---
293
294	## Cross-reference
295
296	- Need competitor targeting analysis? → Use `08-competitor-research-global`
297	- Writing content from insight? → Use `05-ad-copy-global` or `04-video-script-global`
298	- Mapping full customer journey? → Use `02-campaign-brief-global`
299	- Calculating budget by segment? → Use `10-reverse-kpi-calc-global`
300	- Building overall strategy? → Use `00-marketing-plan-global`
301
302	---
303
304	## Quality Checklist
305
306	Before delivering the insight report, verify:
307
308	- [ ] Consumer vs Shopper separated — if different, each has its own strategy
309	- [ ] Insights cover all 4 stages (Awareness, Consideration, Conversion, Retention)
310	- [ ] JTBD covers all 3 layers: Functional, Emotional, Social
311	- [ ] Persona has all 4 sections: Demographics, Psychographics, Behaviors, Media Consumption
312	- [ ] Customer Journey has touchpoints, emotions, and concrete barriers — not generic
313	- [ ] Every insight passed the 3-criteria test: TRUE, TENSION, ACTIONABLE
314	- [ ] Internal Monologue is grounded in real sources (comments, DMs, reviews) — not imagined
315	- [ ] Behavioral segmentation moves beyond demographics — each segment has a specific action
316	- [ ] No assumptions without backing — every conclusion sourced or evidenced
317	- [ ] Output drives concrete actions (content, ads, product), not just description
318