Customer Research

A customer once rejected Matt Scott’s product for being the wrong size – not broken, just wrong. It’s the kind of assumption nobody thinks to test until it’s already built. Matt shares why the fastest way to learn what customers actually want isn’t building an MVP, it’s testing the assumption first – from a mis-sized widget to a client renting surfboards out of a van with a handwritten sign.

The reason your last initiative didn’t land probably isn’t what you think. It wasn’t the ideas, the team, or the execution. It was the problem statement nobody questioned. Lucy Patterson has spent over a decade helping organisations surface the problem worth solving.

Nobody woke up today wanting your product. They woke up with a problem. Jim Kalbach — Chief Evangelist at Mural and author of The Jobs to Be Done Playbook — has spent decades watching organisations build from the inside out, and miss what customers actually need as a result. Here’s what changes when you stop starting with your solution.

Most organisations don’t have a research problem. They have a research-to-action problem. The insights exist. They just never make it into the decisions that matter.
Julie Francis has spent decades helping organisations like Spotify, Walmart, and Meta close that gap. In this conversation, she shares what separates research that changes direction from research that sits in a folder – and why the most important insights are almost never found in the data.