CUSTOMER AND MARKET DISCOVERY

Uncover customer and market needs to tackle relevant opportunities

Learn from our proven method to gain a deep understanding of your audience and market, solve actual problems and create unparalleled value with every venture.

We’ve launched ventures for some of the world’s biggest firms:

The skills you will learn

Learn the skills to ideate and prioritize game-changing solutions.

  • Master the use of data analysis to understand market trends and customer behavior, supporting data-driven decision making.

  • Learn to employ interviews and observations for a deeper understanding of customer needs, enhancing product or service design.

  • Develop skills to estimate your market size, providing a realistic view of your product or service’s potential growth.

  • Gain the ability to create customer personas and map their journey, facilitating a customer-centric approach to development and marketing.

  • Learn to condense complex research data into actionable insights, helping identify and prioritize key strategic initiatives.

  • Develop the art of presenting complex findings in a clear way, enabling effective communication with stakeholders and data-backed decision-making.

Course syllabus

Cohort or On-Demand

Beginner

18-24 hours

  • Estimate the potential size of a market or opportunity

    • Market sizing: What and Why?

    • Calculating your TAM (Total Available Market)

    • Calculating your SAM (Serviceable Available Market)

    • Calculating your SOM (Serviceable Obtainable Market)

    • Considerations for market sizing in Discovery

  • Gain a broad understanding of your field.

    • What is desk research?

    • Getting started: the key steps

    • Example research goals and methods

    • Example approach for desk research

    • Competitor analysis: how to?

    • Context and scientific research: how to?

    • Tips, tricks tools and resources for desk research

  • Customer Interviews: Why, What and with whom?

    • Tools for customer interviews and practical tips

    • Surveys: Why, What and with whom?

    • Tools for surveys

    • Practical tips

    • Focus groups: Why, What and with whom?

    • How to prepare for a focus group: goals, discussion guide creation, and practical tips

    • Shadowing and user observation

    • User diaries & journaling

    • Practical tips and examples

  • • How to derive insights from raw data

    • Fact x Insight

    • Components of an insight

    • Personas: Why and What?

    • How to create a good persona

    • Common persona pitfalls

    • Examples

    • Journey mapping: Why and What?

    • How to create a journey map

    •Example

  • • How to show stakeholders what you’ve discovered

    • Example report walk-through: from setting the scene to learnings, personas and next steps

    • Use case example and wrap up

Meet your instructor

Instructor: Roeland Doherty
Role: Lead Facilitator

Roeland has designed and delivered over 100 trainings for companies like Tommy Hilfiger, Amnesty International, and postNL. His enthusiasm for empowering others and his varied experience make him an engaging trainer and learning designer!

Did you know 43% of new products fail due to misjudged market demand or lack of customer research?

We equip you with the tools to cut through the noise, precisely gauge market demand, and truly understand your customer, all at breakneck speed.

Pricing

You can follow the Customer & Market Discovery Course in whichever format you prefer:

Don't just take our word for it. Check out what our students have to say!

  • "The course kickstarted our validation execution. This was done by creating a common understanding of the validation process, its pitfalls and providing hands on support with setting up and running experiments."

    Stephan Clarisse
    Innovation Manager at Vattenfall

  • "The course enabled our innovation team leads to learn the practicalities of the innovation execution process, so they could better work together with their colleagues and speed up the projects."

    Levina de Raat
    Innovation Team Lead at Amnesty International

  • "I highly recommend skillUp for anyone looking to develop or learn new skills in innovation, testing business ideas, and design thinking. The quality of the content and the expertise of the facilitators make it an excellent investment."

    Daniel Bastos
    Transition & Ways of Working Manager at Nike

Check out our other courses

Frequently Asked Questions

  • This course is perfect for members of innovation teams, product teams and anyone who wants to launch a new successful business.

  • Our course instructors are experienced venture builders who’ve operated in a variety of industries. They have hands-on experience with what it takes to launch a successful new venture and constantly update the course curriculum to include the newest techniques & strategies.

  • We have between 15-20 participants enrolling per cohort!

  • The course will take place online via our own learning platform. Cohort classes will be conducted via Zoom.

  • This course was created for created for busy professionals interested in levelling up their innovation knowledge. The course content is 12 hours in total and we recommend spending 3 hours per week.

  • Sure thing! Many of our students enroll with colleagues and qualify for 20%

    discount when three or more join from the same company.

  • Yes you can! Our team of learning advisors are available to help with any of your

    remaining questions. You can email them at roeland@oneup.company.

  • Yes!

    A skillUp membership is just as valuable to your company as it is for you.

    The systems, examples, tools and frameworks you learn on this course will expand your ability to generate results and increase your productivity.

    For this reason, many of our participants expense their membership to their company.

    In case you would like to do so, we are happy to send you an invoice.

    Feel free to get in touch with us via neil@oneup.company, and we will help you get there!