Customer research

When you know a product well, it can be difficult to see what a new customer might misunderstand. Customer research gives your team evidence about how people understand and use your content.

You get a study built around the questions you need to answer, with findings and recommendations. In financial services, this can support work on consumer understanding under the FCA’s Consumer Duty.

Find out whether customers understand

A customer can say a document is clear while still misunderstanding an important condition. Testing helps you see whether people can explain the information or use it in a realistic task.

Your research questions guide the study. This keeps the work focused on what your team needs to learn before deciding how to change the content.

Include the people you need to reach

People bring different knowledge and experience to your content. Language, literacy or difficult personal circumstances can affect how they understand and use it.

Your study can include people facing these barriers, including people currently excluded from a service. Their experience can reveal needs that your team has not yet considered.

Use the evidence to decide what to change

Your findings explain where people struggled and what happened during the research. Recommendations help your team decide which changes to make and who needs to be involved.

A difficulty may come from the explanation or from the service around it. Further testing can show whether a revised message or process addresses the problem.