Problem discovery
Context, triggers for seeking a solution and difficulties people are trying to resolve. We test whether the problem exists beyond our assumption.
12 / CUSTOMERS & HYPOTHESES
Customer development & research
We explore how customers choose solutions, what gets in their way and what they already do. We turn conversations and observations into testable product and marketing hypotheses.
Discuss your projectABOUT THIS SERVICE
What it is and how it works
Customer development investigates the needs and behaviour of potential or existing customers. Interviews and real situations help test what problem people are solving, how they choose a solution and what influences a purchase. Findings inform the next product and marketing tests.
WHEN IT HELPS
From challenge to plan.
For businesses preparing to launch or change a product, offer or message that need to test assumptions about their audience.
- Research questions and a list of assumptions
- Participant criteria and an interview plan
- An interview guide and agreed research materials
- A synthesis of observations with response examples
- A map of needs, motivations, alternatives and barriers
- Prioritised hypotheses and a plan for further testing
WHAT THE WORK CAN INCLUDE
Decisions & alternatives
How customers decide, what they compare the offer with and why they delay a purchase or change providers.
Offer & communication
Testing message clarity and reactions to materials. Findings become hypotheses for pages, campaigns or sales conversations.
Connecting with data
We compare interviews with available enquiries and behavioural data. Contradictions are documented rather than hidden inside a generalisation.
HOW WE WORK
Questions & participants
We define the decision the research needs to inform and the assumptions already in place. We agree selection criteria, recruitment methods and participation terms.
Conversations
We interview people about actual experiences, choices and previous actions rather than preferences alone.
Findings
We distinguish observations from interpretation and recommend what to test next.
FAQ
How does customer development differ from a survey?
Interviews let us explore the context and reasons behind specific actions. They do not automatically provide a statistical estimate of the whole market; quantitative validation can be planned separately.
Who finds the participants?
We agree recruitment arrangements: participants may be your customers or other people who meet the criteria. Recruitment work and incentives, if needed, are included explicitly in the scope.
Let’s start with your context.
Your website, market, current situation and goals are enough for a first conversation.