The document outlines the journey of a startup called Pesticide.ID in developing a product to provide consumers transparency about pesticide residues in food. It describes 5 phases of customer research conducted with over 100 interviews. Phase 1 involved interviews with health conscious consumers. Phase 2 involved retailers. Phase 3 involved farmers, distributors and suppliers. Phase 4 scouted other market opportunities. Phase 5 pivoted the focus to new parents based on research findings. The journey continues to test and validate the business model through an MVP and generating social media traction.