Startup Founder Essentials — Course 2: Customers and Commercial Evidence

Lesson list

1. From assumption to evidence questionConvert a broad customer belief into a decision-linked claim and choose evidence capable of changing the decision.
2. Choosing relevant participantsRecruit people whose experience, role and circumstances make their evidence relevant to the claim being investigated.
3. Responsible customer researchProtect participants and their information while collecting only the evidence needed for a legitimate, proportionate research purpose.
4. Interviews about real behaviourUse neutral questions and concrete recent examples to produce reported evidence rather than compliments or speculation.
5. Observation, workflow and behavioural evidenceCombine reported accounts with observation, records and real workflow evidence while recognising the limits of each method.
6. Commercial evidence and commitmentDistinguish interest from costly commitment and choose a commercial signal suited to the claim, decision and participant's authority.
7. Interpreting a body of evidenceTurn research records into traceable findings while preserving variation, counterevidence and limits on the decisions supported.
8. Customer and commercial evidence briefProduce a decision-linked plan for collecting and interpreting customer and commercial evidence without claiming that the venture has been validated.
9. Customer evidence reasoning assessment bankSampled case assessment of research design, evidence interpretation, commercial judgement and participant responsibility.