Customer Research That Pays
A one-week course that takes you from “we should talk to users” to interviews that end in named segments and the words customers will pay for.
Interviews aren't the goal. The goal is to decide — who to build for and what to say — on customer facts instead of team beliefs. This course makes interviews produce those facts.
What's inside
1. Run a customer interview
55 min · 2 interactive exercisesThe interview algorithm end-to-end: what to ask, in what order, and the typical failure modes — leading the witness, pitching mid-interview, accepting opinions as facts. Includes a full demo interview to copy the shape from.
Result: The interview algorithm + the working script (v3.4) adapted to your product
2. The first 10 minutes: contact and qualification
40 min · 2 interactive exercisesHonest, emotional answers start or die in the first minutes. How to open, how to qualify that this person actually made the decision you're studying, and how to earn the level of honesty the rest depends on.
Result: An opening script that earns honest answers, rehearsed on a trainer dialog
3. Dig to the emotion
30 min · 3 interactive exercisesThe one question that moves an interview from feature requests to real pain — and the verbatim-repeat rule that keeps you from paraphrasing the customer into your own hypothesis.
Result: The “what's hard about that?” technique, drilled on trainer dialogs
4. The B2B interview: roles, budget, personal stakes
45 min · 1 interactive exerciseInterviewing decision makers is a different sport: who was in the deal, whose budget it was, what the buyer personally risked. How to ask about money without the meeting going cold.
Result: A decision-maker script: roles, budget, personal stakes — without the meeting going cold
5. Map a Job Graph in one interview
45 min · 2 interactive exercisesA 40-minute interview can reconstruct the customer's whole task structure — what they were doing before, what they're really after, where it breaks. The board template and the sequence that gets you there.
Result: Your customer's Job Graph reconstructed from one interview, on the board template
6. Segment or not: from transcripts to segments
40 min · 2 interactive exercisesThe test that separates a real segment from a demographic bucket, and the procedure for folding 30 interviews into 3–5 segments instead of a soup of quotes.
Result: Your transcripts folded into 3–5 segment candidates + filled Job cards
Who it’s for
- You've run user interviews before, and they produced a doc nobody opened again.
- Your team debates what customers want by quoting the loudest customer, not a transcript.
- You sell B2B and every interview with a decision maker turns into a polite product demo.
- You have 30 interview recordings and no idea how to turn them into segments instead of a word cloud.
What you leave with
By the end of the week you've run real interviews on your own customers with a script that survives contact, and turned the transcripts into filled Job cards and a first segment draft — the input every pricing, positioning, and roadmap decision needs.
- An interview script adapted to your product (from the working script, v3.4)
- Filled Job cards from your own interviews
- A first segment draft: who buys for the same reason, in their own words
Artifacts run on your product and are submitted in the LMS — an artifact about your business, not a certificate of completion.
What your agents get
You learn the method; your agents in Claude Code and Codex get the same algorithms as installable skills. The team that learns is you plus your agents.
Builds the interview script for your product and audience — the same algorithm the course teaches, runnable by your agent.
Takes your transcripts and produces Job cards and segment candidates in the method's shape — you verify instead of starting from zero.
Format
4–6 modules, 3–6 hours of content — done in one working week alongside your job. Exercises run on your own product; artifacts are submitted in the LMS as you go.
What it’s built on
The method behind this course is public. This course packages these canon pages into a playbook with exercises:
What you’re probably worried about
“I've done interviews before — they changed nothing.”
Interviews change nothing when they end in a summary doc. This course's endpoint is different: Job cards and a segment draft — inputs a roadmap decision can actually consume. If you finish the week without a filled artifact, the course didn't work — email us for a refund or the next course free, your pick.
“My customers won't agree to talk.”
The recruiting module includes the ask templates and the qualification filter — you need 5–8 right respondents, not 50. B2B recruiting of executives is covered separately in Win the B2B Deal.
“I don't have a week.”
3–6 hours of content, and the exercises are the interviews you already needed to run. You're not adding a course on top of work — the course is the work, structured.
Take the task off your plate this week
One working week, on your own product, artifact at the end. $399 — one prevented wrong sprint pays for it.