CEO & Founder @ Refocus, EdTech enthusiast, investor, mentor and marketing expert.
Qualitative research is a must-have for a startup to become successful. In fact, lack of market need is the second most frequent cause of business failure, according to CB Insights (registration required). This is when a comprehensive customer development study would have been useful.
During customer development, you are usually striving to answer two questions: What client pains should our product address, and what values should it align with? These questions can be pretty tricky to answer, but coaching your customers can help.
1. Visualizing Point B
This coaching technique determines clients’ goals through four simple steps:
• Ask the person to position themselves comfortably; they can close their eyes or walk if they want.
• Suggest that they imagine a comfortable future in detail. What year is it, where are they and