Create a spreadsheet with the following columns:

Source

Wants / Needs

Pains

Barriers / Objections

Values 

Conduct voice of the customer research. Copy the phrases your customers use that reflect their wants and needs, pains, objections, and values in the corresponding columns. Then analyze these phrases considering what your customers say, how they say it, and why they say it. Highlight your most interesting insights.

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Don't know how to do it? Read Chapter 4 of the book From Reads To Leads.