Customer research

How do I conduct market and customer research that gives me deep insight into my customers’ real needs, such as pain points, desires, options and price sensitivity? Find out more on customer discovery with our guide.

One of the most common mistakes entrepreneurs make is assuming that if they build a great product, sales will naturally follow. It’s not quite as easy as that. Your job as a business owner first and foremost is to serve your customer base – helping them achieve goals, tackle problems and provide satisfaction. To do this, you must think of your market as real people and immerse yourself in their dreams, beliefs, ways of being and, crucially, the pain points they face that you will solve for them. Customer discovery is part detective work, part exercise in deep listening. Here are some resources to help you understand your market from the get go.