Beyond Market Research: A Tactical Guide to Customer Discovery
Building a product is complicated and expensive, and there is also pressure to delivery quickly. Too often, this leads to time and money being wasted on products or services that don't solve any real problems for real people. Engaging in Customer Discovery before you build can save you from this.
Sylvia Bargellini, founder of Lini LLC and local leader of the Service Design Network SF, in partnership with AgeTechSF, will facilitate a two-hour, hands-on workshop, to empower healthtech founders to learn about the problems their users face in the world. Understand how to define your research goals, and conduct useful customer discovery research with your target user base.
You'll leave having created an expertly reviewed tactical research plan with confidence in moving forward with your interviews.
Key topics include:
Customer Discovery vs. Other Research Methods: Understanding how customer discovery differs from traditional market or UX research. When and why each might be utilized.
The "Riskiest Assumption": Learning how to identify the correct research goals to run customer discovery around.
Targeting the "Who": Moving beyond demographics to identify the right participants for your discovery.
Tactical Planning: Drafting a research plan and interview guide, getting expert feedback in real-time.
Facilitation Mastery: Leave with best practices for interview facilitation to ensure unbiased, actionable data.
Schedule:
5:45pm: Doors open
6:00 - 6:15pm: Arrival and Introductions
6:15 - 6:40pm: Background - Principles, Process, and General Pitfalls
6:40 - 7:30pm: Interactive Workshop to Define Your Research & Participants
Activity 1: Assumption Mapping & Goal Setting
Activity 2: Participant Definition and Screener Design Recommendations
Activity 3: Drafting the Interview Guide
7:30-7:50pm: Expert Reviews & Live Feedback on your plans
7:50-8:00pm: Facilitation Best Practices & Wrap up
8:00-8:30pm: Open Networking
We have a lot of material to cover, so please be on time!
*** Event is $10 online or at the door to cover the cost of presenter and light drinks if you're affiliated with one of the organizations. We will be accepting Venmo/Paypal/Zelle/cash.
About AgeTech SF
AgeTech SF is a practioner-led community where innovators and the people they’re building for come together to take action. We leverage technology to positively impact aging communities in the San Francisco Bay Area and beyond.
About Sylvia and Lini LLC
Sylvia Bargellini is the Founder of Lini Strategic Emerging Technology Consulting, where she helps organizations navigate the intersection of operational excellence and digital transformation. With a background in research, design and strategic methodologies, Sylvia specializes in aligning complex ecosystems—people, processes, and technology—to launch emerging tech with low risk and maximum clarity.
About The Service Design Network (SDN)
SDN is the global professional non-profit institution for service design experts and a driver of global growth, development and innovation within the practice of Service Design. Service design is the process of planning and arranging people, infrastructure, communication, and material components of a service to enhance its quality and improve the interaction between service providers and users. It aims to create user-friendly and relevant services that meet customer needs while being sustainable and competitive for providers.