Module 2 of 10 14 min
Customers and Market Research
Who has the problem, how many of them exist, and how to talk to them.
Course lessons
Step 1
The lesson
Key term
Target customer
The specific group of people who have the problem most and are most likely to pay for a solution. "Everyone" isn't a target customer.
The best research is talking to potential customers. The trick is asking the right questions. People are polite; if you ask "Would you buy this?", most will say yes and then never buy.
Instead, ask about what they've actually done: the last time they had the problem, what they tried, what it cost, and what annoyed them. Past behavior predicts future behavior far better than opinions do.
- Interviews: 10–20 conversations teach you more than 200 survey answers.
- Competitor research: who solves this today, what they charge, and what customers complain about in reviews.
- Rough market size: how many target customers can you actually reach, and how often would they buy?
Step 2
See it
Weak questions ask for opinions about the future or lead the person to your answer. Strong questions ask about specific past experiences, what people tried, and what it cost them.
| Weak question | Stronger question | |
|---|---|---|
| Interest | "Would you use a sneaker cleaning service?" | "When did your shoes last get dirty? What did you do?" |
| Price | "Would you pay $15?" | "Have you ever paid to fix or clean shoes? How much?" |
| Pain | "Isn't it annoying when shoes get dirty?" | "What's the hardest part of keeping them clean?" |
Step 3
Real-world example
Marcus's 15 conversations
Marcus talks to 15 classmates about the last time their sneakers got dirty. Patterns appear:
- Most tried cleaning them themselves; several damaged their shoes.
- Four had paid a shop — usually around $20 — but hated the trip and the week-long wait.
- Almost everyone cared most right before an event.
Now Marcus knows his target customer (students who wear white sneakers to events), the competition (a distant shop at ~$20), and what matters most (speed and convenience). None of that came from asking "Would you buy it?"
Step 4
Knowledge check
Answer each question, then check your answer to see the explanation. Retake it as many times as you like.
Question 1 of 3
Step 5
Summary
Know your target customer specifically. Learn from interviews that ask about real past behavior, not opinions about the future. Research competitors and their reviews, and roughly estimate how many customers you can reach.
Step 6
What you should remember
- "Everyone" isn't a target customer.
- Ask about the past, not hypotheticals.
- Don't pitch during interviews — listen.
- Competitor reviews reveal unmet needs.
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