Masterclass: Messaging that connects with customers
Stop guessing what resonates. Learn how to extract the actual language customers use, then turn it into copy that converts.
Your website probably talks about features and benefits. Your customers talk about their problems, frustrations and the outcomes they're chasing. This gap is costing you conversions.
This masterclass teaches you how to run Jobs-to-be-Done interviews that reveal the language, priorities and mental models your customers actually use - then how to turn those insights into messaging that lands.
You'll leave with frameworks you can apply immediately, plus templates to run this research on your own.
Who this is for
Marketers, growth leads, product marketers and founders who've run customer research before and want to take their messaging to the next level.
This isn't a beginner course. We're assuming you know how to recruit and talk to customers - now you want the advanced techniques that consistently produce better copy.
B2C and B2B both welcome. The principles overlap more than you'd think.
What we'll cover
Understanding Jobs-to-be-Done
The framework for uncovering why customers actually buy, and how to structure interviews that reveal it.
Running messaging research interviews
Question design, efficient capture, and getting people to articulate their challenges in their own words (harder than it sounds).
Building your messaging house
Turn raw interview data into a structured hierarchy: core value prop, supporting messages, proof points. We'll use AI to speed up analysis where it helps.
Hands-on practice
You'll work on both your own messaging and case study examples we've prepared. You'll populate frameworks during the session that you can take straight back to your business.
Testing and validation
How to test copy on prospects before you commit to it (time permitting).
What you'll leave with
Messaging frameworks and templates ready to use on your next project
Full session recording so you can revisit techniques later
Populated worksheets from the exercises
20% discount on future masterclasses and 1-to-1 coaching
Event details
Date: Thursday 12 March 2026
Time: 9am-1pm
Location: Somerset House, London
(specific room confirmed to ticket holders 3 days before)
Capacity: Maximum 10 attendees
Price: £440 + VAT
Coffee, tea and snacks provided throughout.
Optional drinks nearby afterwards for anyone who wants to continue the conversation.
What to bring
Laptop optional (useful for AI-assisted exercises, but not essential)
Examples of your current messaging if you want to work on them
Pen and paper for notes
Pre-work: Before the session, take a look at the messaging on your own website or product and reflect on how customer-centric it is (or isn't). Come ready to discuss.
About your facilitators
We've spent 19 years refining these techniques across nearly 100 clients and thousands of customer interviews. We teach research methods at LSE, Royal College of Art and Central Saint Martins, and have mentored hundreds of startups through Google for Startups.
These aren't theoretical frameworks - they're battle-tested approaches we use with paying clients every week.
Refund policy
Full refund if cancelled more than 7 days before the event
50% refund if cancelled between 7 days and 48 hours before
No refund within 48 hours of the event
Questions?
Email us at [email protected] or check out the full programme at muirwood.co.uk/research-masterclasses
Limited to 10 people. Book early to secure your spot.