2. Discover

Discover is about finding the customer reality. It has two parts: The qualitative interview part to extract insights, and the quantitative part, to measure and prioritize the needs.

Following CFI, you will discover deep insights into customer Pain Points, Essentials or need-based customer segments (personas). For example, you will learn how to conduct Jobs-to-be-done interviews and extract precise, measurable need statements. Or you find approaches to prioritize needs, helping you to focus.

Key outcomes of Discover is the CFI Customer Value Map - to reveal Pain Points and Essentials by segments - and the CFI Job Journey Navigator - to guide innovation, product development and marketing & sales to the most relevant opportunities along the customer journey.

Learn more about Discover in the respective lessons.