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# Daily Lab: Real customer research
- URL: https://kelfordinc.com/daily-lab-customer-not-prospect-research/
- Published: 2023-08-24T10:25:11.000Z
- Updated: 2026-01-18T15:17:04.000Z
- Description: Know your customers, find your prospects.
- Author: Joel Kelly
- Tags: Daily Labs, customers, feedback, value, validate, questions

**Short summary:**

- “Customer research” often focuses on prospects, not current customers.
- Genuine customer research reveals how current customers perceive value.
- Insights from existing customers can help attract potential customers.

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When people talk about “customer research,” they’re most often actually talking about “prospect research.”

**They’re not researching their *customers*, they’re researching people who they *want* as customers.**

But true customer research—digging into how our past and current customers experience and speak about our value—is the best place to start if you want more prospects.

**There’s no point in finding out about potential customers when you don’t yet know about your existing ones.**

What do *they* think? What do *they* value? How do they describe your business to others? Why did they return to work with you again—or why didn’t they?

For example, consider asking your last best customer how *they’d* respond to a common objection you get.

**Because when you know the value you *deliver* to your customers, you can *demonstrate* it to your prospects.**

So do more customer research, and let the prospects come to you.

🤖

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