A one-day course to make every customer interaction count 

Speaking to customers effectively is critically important for Product Managers. Effective insights from customers help us uncover the market needs that drive the next generation of product innovation. The problem is that most people have no experience with customer interviews, and either avoid talking to customers, or do it poorly. Developing the skills, using the best tools and developing the right experience for running customer interviews and workshops is vital for product success. Whether it is the development and testing of a Value Hypothesis, or presenting and testing an MVP experiment, Product Management professionals need to be able to plan and run an effective customer interview.

Design the right Interview

Communicate Effectively with Customers

Gain Deep Insight

Be the Voice of the Customer

Learning Outcomes

Product Managers and UX Professionals will learn to:

  • Identify the best method for gathering information
  • Effectively plan for an interview – including organising participants and writing guides
  • Effectively facilitate sessions to ensure desired outcomes are achieved
  • Uncover meaningful insights through the analysis and synthesis of qualitative outputs

Business Benefits

Organisations will see the following immediate and ongoing benefits of investing in building their interpersonal and
research skills:

  • More productive requirements gathering efforts
  • A more rigorous approach to research driving better insights
  • Better, more informed decision making that can improve profitability

Course                                                                  Date                    Location                  Duration            Cost                                Status

Customer Research & Discovery                         20-June-19          Toronto                     1 Day                $745                              Register

Transformation Labs came in and did an awesome workshop on User Personas and Customer Needs. It was a full day with our executive team, and we went away with new perspectives and a deeper way of thinking about our customers.

Andrea Masterton, VP Marketing, - Growing Software Company

Workshop Outline

• What is Product Discovery?
• The Product Discovery Framework
• Product Research and Thinking Modes
• Research: What do we want to learn and how will we learn it?
• Quantitative vs. Qualitative research methods
• Defining Research Objectives
• Problem Space vs Solution Space
• Why are Customer Interviews so important to the process?
• Common Objections to Interviewing
• Different approaches to interviewing
• Recruiting and Screening Interview Candidates
• Planning Interviews
• Conducting Interviews
• Analysis and Interpreting Feedback
• Understanding Findings and Solution Planning


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