Free to save and share

Frameworks and cheat sheets for customer research

Every framework, checklist and comparison from our guides, as an image you can download, drop into a deck or share with your team.

Table comparing Koji, AI personas, manual interviews and survey panels for checking a synthetic user claim, on who answers, depth, scale and analysis effort.

Reference table

Ways to check a synthetic user claim

Table of Cohen's kappa thresholds for inter-coder agreement, from poor below 0.40 to almost perfect above 0.80, with what to do at each level.

Reference table

How to read Cohen's kappa for coding

Table comparing the two schools of Jobs to Be Done, Christensen and Moesta against Ulwick's ODI, on definition, method, output and best use.

Reference table

Two schools of Jobs to Be Done

Table of System Usability Scale scores with letter grade, percentile and meaning, from A+ at 84.1 or higher down to F below 51.7, with 68 as the average.

Reference table

SUS score grades and percentiles