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Customer Needs Discovery by Greg Twemlow


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How to validate Problem/Solution Fit stage of LEAN Startup. Read more at

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Customer Needs Discovery by Greg Twemlow

  1. 1. LEAN Customer Interviews & Analysis Jan 2015 More information ?
  2. 2. - Innovation Accounting by Ash Maurya This presentation based on you being at Problem/Solution Fit stage of LEAN startup
  3. 3. You are about to conduct research to test your “problem” hypotheses. This stage is critical and the MVP without a clear problem statement is almost certain to fail. This is the stage where most startups fail. Historically that has been around 90% of startups. More information ?
  4. 4. The Process of Testing Hypotheses Starts with Customer Research 1. Customer Research - prepare questions with your report in mind, i.e. how will you analyze ? 2. Clarification process - extend research, refine 3. Founder team analysis/brainstorming of solutions to confirmed problems - extend research, Pivot? 4. Determining features for your MVP or landing page tests More information ?
  5. 5. This guy didn't do customer research and built the wrong product to solve a problem people didn’t care about
  6. 6. 1. Talk about their life instead of your idea – The Mom Test by Rob Fitzpatrick Google “mom test fitzpatrick" 4 Rules of Customer Research (distilled from 125 pages of The Mom Test) More information ?
  7. 7. The Mom Test: 2. Ask about specific use-cases in the past instead of generics or opinions about the future More information ?
  8. 8. The Mom Test: 3. Never jump in and interrupt with your conclusion More information ?
  9. 9. The Mom Test: 4. Talk less and listen more if you fail to follow these 4 rules, then you WILL deal with Mom More information ?
  10. 10. Research = Discovering what you don’t know How ? More information ?
  11. 11. Research = Discovering what you don’t know In-context observations/interviews - observing behavior & possibly intercept (question them for a few minutes) or plan to ask them “can you ask questions for maybe 10-15 minutes” Group interview (via a friends & family recruiting drive) - time efficient but not information rich. Role is to facilitate an open discussion. (May need an incentive - cheese & Pinot Noir) Research prompts - diaries, surveys Research using Google - become an expert More information ?
  12. 12. Discovery Requires Discipline Have a plan - we need to speak to ?? people and ask a standard list of (rehearsed) questions Make an effort to establish rapport - use empathy It's all about them not you (or your product) Patient listening not interrupting - allow for long pauses Don’t be judgmental - clarify to ensure you understand Ideally the audience gets value from the conversation - reciprocity More information ?
  13. 13. Scenario A discovery interview is ideally held in a work setting like the interviewees office. Cafes and curbside are often noisy and have too many distractions. It’s a good idea to have a support person. More information ?
  14. 14. If YOU are the Support Person Be alert to level of engagement, body language, tone, level of detail in responses Quick debrief after each conversation - give feedback to the questioner What expressions and emotions are evident Anything surprising ? Maybe questions should change or extend More information ?
  15. 15. Example F2F Discovery Conversation “We are interested in your view of what’s the hardest part about [problem context] ? “We are asking for your help and are really interested in your perspective about [problem] - and thank you very much for giving up your time.” More information ?
  16. 16. Example F2F Discovery Conversation “What are the implications of that?” More information ?
  17. 17. Example F2F Discovery Conversation "How often do you experience this problem?" More information ?
  18. 18. Example F2F Discovery Conversation "Can you tell me about the last time it happened?" More information ?
  19. 19. Example F2F Discovery Conversation "What, if anything, have you done to solve that problem?" More information ?
  20. 20. Example F2F Discovery Conversation “How do you feel about spending money to solve the problem ?” More information ?
  21. 21. Example F2F Discovery Conversation “What other solutions have you tried?” More information ?
  22. 22. Example F2F Discovery Conversation “How effective are these solutions?” More information ?
  23. 23. Example F2F Discovery Conversation “What would your dream solution be?” More information ?
  24. 24. Example F2F Discovery Conversation “Is there anything else I should have asked?” More information ?
  25. 25. and a few Survey Don’ts More information ?
  26. 26. Don’t ask… I’m creating a solution to solve world poverty - do you think that's a good idea ? More information ?
  27. 27. Could I interrupt your day with a few questions ? Don’t ask… More information ?
  28. 28. I have an idea for a business — can I run it by you? Don’t ask… More information ?
  29. 29. “So, how old are you?” Don’t ask… More information ? The reaction may surprise you.
  30. 30. The Overall Research Process Initial discovery (probably the F2F part) Clarify, extend and test the research - possibly by survey/email/ phone - further discovery with people who are interested/willing - leads to the team discussion on results/insights Team discussion - what insights became apparent through our research, did our testing confirm customer behaviors, how does that impact our idea - do we proceed or pivot Brainstorm what features you need to address the actual problem of your core target market - leads to creation of an MVP and the true test of the customer research More information ?
  31. 31. Your MVP decision check list.
  32. 32. How to run a great survey Agree your survey questions - pay attention to how you will analyze the responses Build an email list Format the online survey - Use a cool presentation, i.e. makes you look like pros (like Manage the emails - tools like More information ?
  33. 33. Some Relevant Links PSRQuestionnaireTipSheet_0.pdf viable-product-your-ultimate-guide-to-mvp-great- examples/ development-resources/ More information ?
  34. 34. There is a caveat… “….don’t simply believe what your customers say, but try to dig deeper to learn about their real-world behavior before you accept an idea or hypothesis as validated.” More information ? contact Greg Twemlow