Learn Customer Discovery

Below you’ll find all the course content and links you’ll need to view the video lectures, complete your practicum, and take the final exam.

Examine a Problem from the Customer’s Perspective

Corporate innovators and entrepreneurial founders use a “get out of the building” approach to test their hypotheses before they build and commercialize their offerings. They interview potential customers, users, and other stakeholders for feedback on all elements of a problem to validate a new opportunity—whether it be a new product, a new feature, another type of revenue opportunity, or a change to internal operations.

Article: What Is Customer Discovery (And What It Isn’t)?

What You’ll Learn

Learn valuable skills to become a more disciplined innovator.

Innovators of all stripes need good customer discovery skills. Whether you’re an entrepreneur, a marketer, or a corporate innovator, you’ll serve yourself and your clients much better if you learn how to follow a strategically crafted line of open-ended questioning that gives you valuable insights into a market (and even a previously undiscovered market).

Form Hypotheses

Make educated guesses about the problem and the nature of would-be solutions

Check Your Biases

Listen in earnest and don’t let your own preferences and experiences bias you toward a result.

Define Your Customer

Strategically select and describe the type of person you want to interview based on your initial analysis of the problem space.

Develop Your Script

Ask the right questions to uncover hidden opportunities to address common and/or intense pain points.

Recruit Your Customers

“Get out of the building” or use digital tools to engage the right people in conversation.

Synthesize Findings

Learn how to collect and interpret qualitative insights, and read between the lines for hidden insights that others may miss.

Introduction to Corporate Innovation

IMPORTANT: Watch this first!

In this video we’ll give you a brief, broad survey of the process of innovation (through a corporate lens) to give you a sense of where customer discovery fits into the broader innovation world. This will be a visual guide to help you think about innovation in a big-picture way (and quite literally through the use of a big picture) to understand the full life cycle of a product or venture from the inception of an idea to commercialization and beyond.

Customer Discovery Content

Please view the video lectures below before starting your customer discovery practicum.


Opportunity Activation

In this module we guide you through the problem in its relevant industry context, and help you formulate testable hypotheses regarding potential solutions, the value solutions can create, and the marketing and distribution implications of commercialized solutions.

Ideal Customer Definition

In this module we help you build ideal customer profiles (ICPs) and relevant buyer personas to test your hypotheses. We also recruit people who match the identified customer criteria.

Customer Interviews

In this module we develop a call guide to extract the most meaningful insights from your customers, and then conduct and record interviews with a statistically significant sample group, which could be anywehre from 10 to hundres of poeple depending on the size of your target market.

Synthesis & Analysis

In the last module we gather all the documented, structured qualitative data from customer interviews, as well as any notes or manually curated insights from the discovery team, and then and categorize ideas to see a comprehensive landscape of the voice of the customer (VoC). We then analyze the qualitative data against the original hypotheses and look for unforeseen emerging trends that allow us to see the problem from a different angle. This process culminates in a set of validated or invalidated hypotheses that give you a more refined understanding of the problem, as well as a set of insights that will help you in any next steps in the innovation process (and we’ll also do a brief overview of what those might be).
Have you reviewed all the course content?

Start Your Practicum

Have you created your interview script?

Schedule Your Mock Interview

Have you completed your practicum?

Take the Exam





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