pm-skills/pm-market-research/commands/research-users.md

description, argument-hint

description	argument-hint
Comprehensive user research — build personas, segment users, and map the customer journey from research data	<research data, survey results, or product description>

/research-users -- User Research Synthesis

Turn raw research data into actionable user personas, behavioral segments, and customer journey maps. Accepts survey data, interview notes, feedback, analytics, or a product description for exploratory research.

Invocation

/research-users [upload survey results, interview notes, or feedback data]
/research-users B2B project management tool for agencies — help me understand our users
/research-users [paste user feedback or support ticket data]

Workflow

Step 1: Accept Research Inputs

Accept from any combination:

• Survey responses (CSV, spreadsheet, pasted)
• Interview notes or transcripts
• Support tickets or feature requests
• Product analytics / behavioral data
• NPS or satisfaction data
• Product description (for exploratory research without data)

Ask:

• What research do you have? What format?
• What do you want to understand? (who are our users, how do they differ, where's the friction)
• What decisions will this inform? (roadmap, positioning, pricing, onboarding)

Step 2: Build Personas

Apply the user-personas skill:

• Identify 3-4 distinct personas from the data
• For each persona: name, role, goals (JTBD), pains, gains, behavioral patterns
• Include unexpected insights — things that surprised you in the data
• Note persona prevalence (what % of your base each represents, if data allows)

Step 3: Segment Users

Apply the user-segmentation and market-segments skills:

• Create behavioral segments (not just demographics)
• For each segment: size, JTBD, product fit, willingness to pay, engagement level
• Identify the highest-value segment and the highest-growth segment
• Map segments to personas (how they overlap)

Step 4: Map the Customer Journey

Apply the customer-journey-map skill:

• Map the end-to-end journey: Awareness → Consideration → Onboarding → Active Use → Expansion → Advocacy
• For each stage: touchpoints, emotions, pain points, aha moments
• Identify the biggest drop-off points
• Highlight moments of delight worth amplifying

Step 5: Generate Research Report

## User Research Report: [Product]

**Date**: [today]
**Data sources**: [what was analyzed]
**Sample size**: [if applicable]

### Executive Summary
[3-5 sentences: key findings and implications]

### Personas

#### Persona 1: [Name] — "[Quote that captures them]"
- **Who**: [role, context, experience level]
- **Primary JTBD**: [When..., I want to..., so I can...]
- **Key pains**: [top 3]
- **Key gains**: [what delights them]
- **Behavioral pattern**: [how they use the product]
- **Prevalence**: [X% of user base]

[Repeat for each persona]

### User Segments
| Segment | Size | Primary JTBD | Product Fit | Value | Growth |
|---------|------|-------------|-------------|-------|--------|

### Customer Journey Map
| Stage | Touchpoints | Emotion | Pain Points | Opportunities |
|-------|------------|---------|-------------|---------------|

### Key Insights
1. [Insight with supporting evidence]
2. ...

### Recommendations
1. [Actionable recommendation tied to findings]
2. ...

### Open Questions
[What the data didn't answer — suggested follow-up research]

Save as markdown.

Step 6: Offer Next Steps

• "Want me to create interview scripts to go deeper on a specific persona?"
• "Should I analyze sentiment across these segments?"
• "Want me to build a value proposition for the top persona?"
• "Should I prioritize the journey map pain points as feature opportunities?"

Notes

• If data is thin, be transparent about confidence levels — 5 interviews → hypotheses, not conclusions
• Personas should be useful, not decorative — every persona should influence a product decision
• Behavioral segments are more actionable than demographic segments for product decisions
• The journey map should surface emotions, not just actions — where users feel frustrated vs. delighted drives prioritization
• If no data is provided, generate research-informed hypotheses and recommend how to validate them