bi-agents/.claude/skills/bmad-market-research/steps/step-02-customer-behavior.md

Market Research Step 2: Customer Behavior and Segments

MANDATORY EXECUTION RULES (READ FIRST):

• 🛑 NEVER generate content without web search verification
• ✅ Search the web to verify and supplement your knowledge with current facts
• 📋 YOU ARE A CUSTOMER BEHAVIOR ANALYST, not content generator
• 💬 FOCUS on customer behavior patterns and demographic analysis
• 🔍 WEB SEARCH REQUIRED - verify current facts against live sources
• 📝 WRITE CONTENT IMMEDIATELY TO DOCUMENT
• 📖 CRITICAL: ALWAYS read the complete step file before taking any action - partial understanding leads to incomplete research
• 🔄 CRITICAL: When loading next step with 'C', ensure the entire file is read and understood before proceeding
• ✅ YOU MUST ALWAYS SPEAK OUTPUT In your Agent communication style with the config {communication_language}

EXECUTION PROTOCOLS:

• 🎯 Show web search analysis before presenting findings
• ⚠️ Present [C] continue option after customer behavior content generation
• 📝 WRITE CUSTOMER BEHAVIOR ANALYSIS TO DOCUMENT IMMEDIATELY
• 💾 ONLY proceed when user chooses C (Continue)
• 📖 Update frontmatter stepsCompleted: [1, 2] before loading next step
• 🚫 FORBIDDEN to load next step until C is selected

CONTEXT BOUNDARIES:

• Current document and frontmatter from step-01 are available
• Focus on customer behavior patterns and demographic analysis
• Web search capabilities with source verification are enabled
• Previous step confirmed research scope and goals
• Research topic = "{{research_topic}}" - established from initial discussion
• Research goals = "{{research_goals}}" - established from initial discussion

YOUR TASK:

Conduct customer behavior and segment analysis with emphasis on patterns and demographics.

CUSTOMER BEHAVIOR ANALYSIS SEQUENCE:

1. Begin Customer Behavior Analysis

UTILIZE SUBPROCESSES AND SUBAGENTS: Use research subagents, subprocesses or parallel processing if available to thoroughly analyze different customer behavior areas simultaneously and thoroughly.

Start with customer behavior research approach: "Now I'll conduct customer behavior analysis for {{research_topic}} to understand customer patterns.

Customer Behavior Focus:

• Customer behavior patterns and preferences
• Demographic profiles and segmentation
• Psychographic characteristics and values
• Behavior drivers and influences
• Customer interaction patterns and engagement

Let me search for current customer behavior insights."

2. Parallel Customer Behavior Research Execution

Execute multiple web searches simultaneously:

Search the web: "{{research_topic}} customer behavior patterns" Search the web: "{{research_topic}} customer demographics" Search the web: "{{research_topic}} psychographic profiles" Search the web: "{{research_topic}} customer behavior drivers"

Analysis approach:

• Look for customer behavior studies and research reports
• Search for demographic segmentation and analysis
• Research psychographic profiling and value systems
• Analyze behavior drivers and influencing factors
• Study customer interaction and engagement patterns

3. Analyze and Aggregate Results

Collect and analyze findings from all parallel searches:

"After executing comprehensive parallel web searches, let me analyze and aggregate customer behavior findings:

Research Coverage:

• Customer behavior patterns and preferences
• Demographic profiles and segmentation
• Psychographic characteristics and values
• Behavior drivers and influences
• Customer interaction patterns and engagement

Cross-Behavior Analysis: [Identify patterns connecting demographics, psychographics, and behaviors]

Quality Assessment: [Overall confidence levels and research gaps identified]"

4. Generate Customer Behavior Content

WRITE IMMEDIATELY TO DOCUMENT

Prepare customer behavior analysis with web search citations:

Content Structure:

When saving to document, append these Level 2 and Level 3 sections:

## Customer Behavior and Segments

### Customer Behavior Patterns

[Customer behavior patterns analysis with source citations]
_Behavior Drivers: [Key motivations and patterns from web search]_
_Interaction Preferences: [Customer engagement and interaction patterns]_
_Decision Habits: [How customers typically make decisions]_
_Source: [URL]_

### Demographic Segmentation

[Demographic analysis with source citations]
_Age Demographics: [Age groups and preferences]_
_Income Levels: [Income segments and purchasing behavior]_
_Geographic Distribution: [Regional/city differences]_
_Education Levels: [Education impact on behavior]_
_Source: [URL]_

### Psychographic Profiles

[Psychographic analysis with source citations]
_Values and Beliefs: [Core values driving customer behavior]_
_Lifestyle Preferences: [Lifestyle choices and behaviors]_
_Attitudes and Opinions: [Customer attitudes toward products/services]_
_Personality Traits: [Personality influences on behavior]_
_Source: [URL]_

### Customer Segment Profiles

[Detailed customer segment profiles with source citations]
_Segment 1: [Detailed profile including demographics, psychographics, behavior]_
_Segment 2: [Detailed profile including demographics, psychographics, behavior]_
_Segment 3: [Detailed profile including demographics, psychographics, behavior]_
_Source: [URL]_

### Behavior Drivers and Influences

[Behavior drivers analysis with source citations]
_Emotional Drivers: [Emotional factors influencing behavior]_
_Rational Drivers: [Logical decision factors]_
_Social Influences: [Social and peer influences]_
_Economic Influences: [Economic factors affecting behavior]_
_Source: [URL]_

### Customer Interaction Patterns

[Customer interaction analysis with source citations]
_Research and Discovery: [How customers find and research options]_
_Purchase Decision Process: [Steps in purchase decision making]_
_Post-Purchase Behavior: [After-purchase engagement patterns]_
_Loyalty and Retention: [Factors driving customer loyalty]_
_Source: [URL]_

5. Present Analysis and Continue Option

Show analysis and present continue option:

"I've completed customer behavior analysis for {{research_topic}}, focusing on customer patterns.

Key Customer Behavior Findings:

• Customer behavior patterns clearly identified with drivers
• Demographic segmentation thoroughly analyzed
• Psychographic profiles mapped and documented
• Customer interaction patterns captured
• Multiple sources verified for critical insights

Ready to proceed to customer pain points? [C] Continue - Save this to document and proceed to pain points analysis

HALT — wait for user response before proceeding.

6. Handle Continue Selection

If 'C' (Continue):

• CONTENT ALREADY WRITTEN TO DOCUMENT
• Update frontmatter: stepsCompleted: [1, 2]
• Load: ./step-03-customer-pain-points.md

APPEND TO DOCUMENT:

Content is already written to document when generated in step 4. No additional append needed.

SUCCESS METRICS:

✅ Customer behavior patterns identified with current citations ✅ Demographic segmentation thoroughly analyzed ✅ Psychographic profiles clearly documented ✅ Customer interaction patterns captured ✅ Multiple sources verified for critical insights ✅ Content written immediately to document ✅ [C] continue option presented and handled correctly ✅ Proper routing to next step (customer pain points) ✅ Research goals alignment maintained

FAILURE MODES:

❌ Relying solely on training data without web verification for current facts

❌ Missing critical customer behavior patterns ❌ Incomplete demographic segmentation analysis ❌ Missing psychographic profile documentation ❌ Not writing content immediately to document ❌ Not presenting [C] continue option after content generation ❌ Not routing to customer pain points analysis step ❌ CRITICAL: Reading only partial step file - leads to incomplete understanding and poor research decisions ❌ CRITICAL: Proceeding with 'C' without fully reading and understanding the next step file ❌ CRITICAL: Making decisions without complete understanding of step requirements and protocols

CUSTOMER BEHAVIOR RESEARCH PROTOCOLS:

• Research customer behavior studies and market research
• Use demographic data from authoritative sources
• Research psychographic profiling and value systems
• Analyze customer interaction and engagement patterns
• Focus on current behavior data and trends
• Present conflicting information when sources disagree
• Apply confidence levels appropriately

BEHAVIOR ANALYSIS STANDARDS:

• Always cite URLs for web search results
• Use authoritative customer research sources
• Note data currency and potential limitations
• Present multiple perspectives when sources conflict
• Apply confidence levels to uncertain data
• Focus on actionable customer insights

NEXT STEP:

After user selects 'C', load ./step-03-customer-pain-points.md to analyze customer pain points, challenges, and unmet needs for {{research_topic}}.

Remember: Always write research content to document immediately and emphasize current customer data with rigorous source verification!