Customer discovery is a structured effort to learn from people who experience a possible problem, use a solution, influence a purchase or know the industry. Begin with the workflow and the last real example, not a pitch. NSF describes customer discovery as a central part of I-Corps experiential learning to assess market potential and inform a business model.
Direct answer
Customer discovery is a structured effort to learn from people who experience a possible problem, use a solution, influence a purchase or know the industry. Begin with the workflow and the last real example, not a pitch. NSF describes customer discovery as a central part of I-Corps experiential learning to assess market potential and inform a business model.
A practical sequence
- Define one customer segment and one job to understand.
- Ask about the most recent time the job happened: trigger, steps, tools, handoffs, friction and consequence.
- Separate user, buyer and approver roles; ask what they do today and what would make them change.
- Record observations, inferences and contradictory evidence separately.
- Choose a small next test that could change your decision.
Limits and boundaries
Interviews alone do not prove demand, willingness to pay, market size or product–market fit. Avoid leading questions and requests for confidential data. Apply consent and privacy safeguards.
Sources and review
- NSF I-Corps — About teamsAuthoritative context for this original educational answer.
General education, not individualized business, investment, legal, technical or regulatory advice. Reviewed 31 October 2026. Context and requirements vary; consult qualified specialists where appropriate.