1 of 9

The Foundations of Customer Research

2 of 9

More than 90 percent of startups fail.

​

Every year, companies launch more than 30,000 new consumer products. 95% of them will fail. *

​

The biggest tech companies fail ALL THE TIME.

​

* Harvard Business School

3 of 9

How do you know you’re building the right product?

​

How do you know if there’s a market for your product?

​

How do you know if you’re missing a market shift or market opportunity?

4 of 9

LANDSCAPE

Media

​

Trade Shows

​

Social Listening

​

Analysts

5 of 9

“Experience Mapping” Surveys

​

Focus Groups

​

Email Surveys

​

GROUP

6 of 9

INDIVIDUAL

In Person

​

Phone

​

Skype / Zoom / Hangout

​

​

7 of 9

CLOSE UP

Journey Mapping

​

MVP Feedback

​

“Sponsor” Users

​

Use Case Mapping

8 of 9

The pursuit of customer knowledge is the pursuit of precision

Multidimensional

​

Nonlinear

​

Cross-functional

​

9 of 9

Brian Posnanski

brian.posnanski@gmail.com

@bpoz