2.1 Customer Discovery Methodology
Module 2 big question: How do I truly understand my customers' problems, and how do I know if those problems are worth solving?
This is the Skill Track for Module 2. Here you build a capability you'll use in any career, whether or not you launch a venture. In lesson 2.2 you'll apply it to your own venture.
What you'll be able to do
- Master customer discovery techniques and validate a specific problem.
- Explain the key frameworks for this module and when to use each one.
- Apply the skill in practice before the Venture Track asks you to use it on your own idea.
The Art and Science of Customer Discovery
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Customer Discovery vs. Market Research
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Interview Techniques and Best Practices
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The “Mom Test” Principles (Fitzpatrick)
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Open-Ended Questioning Strategies
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The “Five Whys” Technique
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Active Listening and Empathy Development
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Jobs to Be Done Framework (Deep Dive)
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Cognitive vs. Affective Empathy
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Qualitative Data Analysis and Synthesis
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Avoiding Common Pitfalls (Confirmation Bias, Leading Questions)
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Building Rapport and Trust with Interviewees
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Key frameworks
- The Mom Test (Fitzpatrick)
- Jobs to Be Done (Christensen)
- Five Whys (Toyota)
- Active Listening Techniques
- Empathy Mapping
- Qualitative Data Coding and Theming
- Customer Research Ethics
Check your understanding
Review questions for this lesson are coming soon.