By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts. View our Privacy Policy for more information.
MeetGeekBlogHow to Handle Customer Discovery the Right Way
Back to Blog

How to Handle Customer Discovery the Right Way


Performing customer discovery and adapting your business model based on your findings will set you apart from the rest. Read on to learn how to do that!

Anastasia Muha
June 7, 2023
5 min read
Table of content
Boost Your Meeting Productivity!
Record, transcribe and get AI summaries of your online meetings.
people on the call discussing feature requestSign Up for Free
Share the knowledge with your circle

Image Source : wirestock on Freepik

If you’re an entrepreneur or have been around other entrepreneurs and are just getting started, you’ve probably heard the notion of ‘customer discovery’ at least a handful of times. 

Neglecting to thoroughly understand your customers before creating and launching your product can result in significant long-term costs, potentially jeopardizing your business altogether.

In this article, we’re going to tell you how customer discovery can make a world of difference for your company, as well as how to successfully implement it in your business strategy!

Redefine Your Customer Discovery Process

Customer Discovery is a mandatory step in ensuring your success by helping you to learn who your customer base is and if your product can offer a practical solution to their issues.


Unlike intuition-based decisions, which rely on what you think might work, customer discovery relies on data and facts. It helps you to determine the best customer segments and to tailor your products accordingly through qualitative and quantitative research. 

This approach will guide your current and future product or outsource web development decisions, as it is a cost-effective way to test your products and services and compare different market opportunities.

The Objectives of Customer Discovery

When it comes to customer discovery and incorporating it into your business approach, there are several key objectives that deserve attention. We explore the most significant ones below.

A. Identify the Right Business Idea

While you might have an exciting business idea, bear in mind that your success hinges on how well it resonates with prospective customers. If your product or service doesn't meet your prospects' immediate needs, it might be your downfall.

According to Harvard Business Review, false starts are among the most common reasons businesses fail. Failing to research customer needs thoroughly before designing your product or service will result in a waste of capital, time, and energy. 

The iterative process of customer discovery allows you to identify, adapt, and polish the optimal business idea from the get-go. This approach enables you to create and develop products and services that cater to your customers’ needs.

B. Understand Customers Better

The primary goal of customer discovery is to understand customer needs and emerging trends. By researching customer markets and using techniques such as market segmentation, interviews, surveys, and test groups, you can extract data on customer interests, lifestyles, buying habits, and preferences.


Based on your findings, you can create targeted marketing plans and campaigns tailored to the needs and wants of your potential customers. When customers feel that their needs are being met, they are more likely to stick with your brand in the long term.

Access to customer interests makes it possible to anticipate potential changes in market dynamics and spot emerging trends. As a result, you can adapt your strategies to meet changing customer needs and keep ahead of the competition.

Our virtual meeting assistant MeetGeek makes that easy for you. You can now focus on understanding your target customers instead of scrambling to take the right meeting notes, summarizing, and analyzing them.

Try MeetGeek for free and witness firsthand how automatic meeting recording, transcription, analysis, and summarization can revolutionize your approach to customer discovery!

Not only does this approach save you countless hours that you can redirect toward maximizing your customer discovery process, but it also allows you to keep everyone on the same page, which is incredibly beneficial to roadmap development, marketing positioning, and identifying selling points.

That’s why we provide integrations with all your favorite tools, so that team members who conduct customer discovery calls can easily share the entire interview recordings — or only the relevant highlights — with other departments. With MeetGeek, information can automatically get to the right people:

  • product development team (to share feature requests or bugs)
  • marketing team (to sync on ideas that can be used for marketing materials)
  • sales team (to know if it's time to contact a user to offer upgrade options, etc.)
MeetGeek seamlessly integrates with your favorite CRMs

C. Break Misconceptions

Your assumptions about the market, customers, and their issues don’t always correspond to reality, so let the customer discovery process prove you right or wrong. 

Validating your core business assumptions through research, data analysis, and testing allows you to make more informed business decisions, take your prospects further down your sales funnel faster, and ultimately boost your revenue.

D. Provides Customer Validation

Having a good business idea is not enough unless you validate your product or service solution with potential customers.


Asking specific customer discovery questions related to customer needs, preferences, and challenges will help you to define and further refine your offering in terms of features, design, pricing, and delivery options.


 Imagine you're a startup. To get your business off the ground, you will need to attract investors. If potential investors cannot detect a potential for success, they will become hesitant to give you any funds. In this case, customer discovery will provide the necessary customer validation that they value so much, making them more open to helping you.

E. Assess Business Failure Rate

According to the US Bureau of Labor Statistics, only 50% of start-ups make it to the fifth year. If you don’t want to be a part of this statistic, customer discovery plays a crucial role in telling you whether you can survive on the market or not.

Taking the time to focus on your customer persona and gather customer feedback will help you develop the right product and create a business model that ensures long-term success.

Who Can Benefit From the Customer Discovery Process?

Anyone interested in understanding their target market better, improving their product or service offerings, and increasing customer acquisition and retention can benefit from customer discovery. This includes: 

  • marketers and brand managers 
  • product managers and product designers
  • user experience (UX) designers
  • business leaders
  • startups and small businesses

The Four Phases of Customer Discovery

Customer discovery entails a structured approach that requires noting down starting hypotheses and validating them by engaging with target market participants and prospective customers. 

The process outlined below follows the initial step of Steven G. Blank's Customer Development Model, as outlined in his book The Four Steps to the Epiphany.

Here are the four steps to conduct customer discovery:

  1. State your hypothesis
  2. Define your assumptions
  3. Ask questions
  4. Evaluate and refine your results

Let’s dive deeper into every single one of them! 

Phase #1: State Your Hypothesis

To refine your hypothesis for successful customer discovery, break down your journey into steps that hone in on a specific problem and propose a single solution. Use the following structure for guidance:


My idea solves [indicate problem] by [provide solution].

Start by forming a problem hypothesis that defines the specific problem you’re looking to solve, the scope of that problem, and why the problem exists. A solution hypothesis should address whether your solution is ideal for resolving the problem identified.

For instance, don’t say: “My idea solves people’s need to record and transcribe their meetings by offering an AI virtual meeting assistant.” A much better wording is: “My idea solves the large time commitment and the inconvenience of taking notes in meetings. This is done by providing an AI virtual meeting assistant that automatically joins meetings to record, transcribe, analyze, and summarize meetings.”

The first hypothesis is too vague to provide an actionable solution because it addresses the problem improperly.  “Needing to record and transcribe meetings” could relate to a variety of issues, such as the time it takes to write meeting notes, lack of accuracy, or the inconvenience of the process; therefore, it needs to be more specific. 

The second hypothesis is an improvement, as it clearly states the problem: the time the operation takes and the overall inconvenience of the process.

Collecting customer insights from this journey will allow a more detailed evaluation of the proposed solution's viability.

Phase #2: Define Your Assumptions

Defining your hypothesis means taking certain assumptions about your idea into account. These should include: 

  • Supposing that the problem you are focusing on is a real and pressing one for your target customer base
  • Establishing that your proposed solution can truly solve the problem 
  • Ensuring that your chosen market actually has the problem  
  • Assuming that customers would be willing to pay for the solution you provide 

When a startup conducts customer discovery, they must create a hypothetical customer persona — an imaginary representation of its ideal customer. This helps you to make your assumptions more tangible by prioritizing feedback from relevant users, who fit into the ICP (ideal customer profile). 

Define your customer persona’s age, occupation, lifestyle, interests, and other aspects that will help you get a better understanding of who they are and what their customer journey might look like, as well as aid you in your lead generation. 

Phase #3: Ask Questions

The next step in the process is to conduct the actual research. Target people who are actual prospective customers for your product. If your product is a virtual meeting assistant,  ask people who routinely participate in meetings for their opinions, rather than people who rarely do. 

PRO TIP #1:Avoid asking people for their thoughts about your idea. Instead, use open-ended detective questions and seek to learn about your customer's preferences. 

PRO TIP #2: An even better approach is to never mention your business idea; instead, present the problem itself. This allows prospective customers to tell you what their ideal solution to the problem is. Moreover, it prevents them from being polite instead of giving you the answers that you need.

As you gather feedback from potential customers, incorporate that input into the development of your product to meet their unique needs. This ensures the product is designed with customer input and expectations in mind. 

To get an accurate assessment of customer requirements and preferences, be open-minded and don’t rely solely on preconceived notions. 

Challenge your assumptions and remain open to the possibility of uncovering new, unexpected insights. Here are a few question ideas to incorporate into the process:

  • Tell me how you do…
  • How is that approach working?
  • How did you find out about this approach/solution?
  • If you could change or improve your experience with…, what would it be?
  • What’s the most difficult part of…?
  • What do you like/dislike most about…?

Since we know that asking good questions and getting the answers you need is a critical part of the customer discovery process, we recommend considering our meeting templates feature

It automatically identifies and categorizes every part of your meeting based on the keywords you provide our virtual assistant with. This way, you can skip directly to the parts that matter and conduct your discovery process in less time and with less effort!

Visit MeetGeek library of meeting templates

Phase #4: Evaluate and Refine Your Results

The customer discovery process is essential for refining and improving ideas before investing a lot of money into them. To evaluate customer feedback, you must take all the necessary steps to collect and store as much data and information as possible. This will allow you to later evaluate your original ideas and make alterations if necessary.

If you’re not sure how to collect and store the information from your conversations with customers, let MeetGeek take control of the process while you focus on business functions that truly matter. Our virtual meeting assistant uses AI to automatically join, record, transcribe, analyze, summarize, and store your meetings — all in one place!

While it may take additional effort to re-assess and alter your initial ideas, this process is far more efficient than investing resources into product development and marketing only to find out that the initial assumptions were wrong. This way, you’ll be able to prevent financial losses and prevent any additional waste of time.

What To Do After the Customer Discovery Process

Before you take the next step with your current plans, assess whether you are ready to move forward. To determine this, ask yourself: have you verified the customer problem, the product solution, and the business model?

Knowing the answers to these questions will help you decide whether to progress to the customer validation stage of the customer development process, start the customer discovery process from the beginning, or pause your project.

These conversations with customers provide everything you need to know, so you’ll need to make sure that the information never gets lost or is only available to the person conducting the interviews. MeetGeek perfectly integrates with your Notion space to keep all our records in one place.

Whenever someone conducts a customer interview, the highlights and summary are automatically added to the Notion board. This way, everyone on your team can be in the loop regarding any specific problems your customers might face or any feature requests.

Try MeetGeek for free to see how it integrates with all of your favorite tools!

Customer Discovery FAQ

How Many People Should I Interview?

If your customer persona is built with business owners in mind, for instance, interviewing only a few of them can only provide limited insights and feedback. In contrast, if you try to talk to 100 people per week, it may be impossible to analyze and interpret the data correctly. 

To maximize your customer discovery process, prioritize quality over quantity by investing time in ascertaining more comprehensive data.

How Long Should the Customer Discovery Process Take?

You should continue researching and validating until you feel satisfied with the result. 

Try to formulate a list of questions or hypotheses in advance and tackle them individually. As you make your way through the list, you may notice patterns or hear the same things from different prospects or customers. They could be regarding technical risks, organizational uncertainty, and other topics. 

Once you feel like you've fully answered the questions and accumulated all the knowledge and insights you set out to obtain, you can consider your research complete.

Still, it is technically impossible to declare any customer discovery experiment definitively successful or unsuccessful upfront; typically, it is an ongoing process. Keep in mind that unexpected discoveries can often unlock great solutions.

How Do I Process the Customer Discovery Data?

To successfully navigate each development phase and launch your product with confidence, extract the key insights from the data you gather.

Cross-referencing your customer interviews is a great way to craft a more accurate customer persona and review your initial assumptions. 

It’s also imperative to pinpoint a specific customer segment that your product can effectively target and develop a viable business model around. Even if only half of the people that you interview show interest in your idea, this is completely normal and gives you the perfect foundation for success.

Uncover the Benefits of Customer Discovery With MeetGeek! 

Performing customer discovery and properly adapting your business model based on feedback and evidence will set you apart from your competition. 

Customer discovery will help you become more strategic and practical with your available resources, increasing the chances of achieving product-market fit, higher valuations, and, ultimately, attaining investment. 

Lastly, keep in mind that your energy is the most valuable asset.  Wasting it on manual note-taking during customer discovery proves to be not only unproductive, but also very time-consuming, rendering the entire process tedious and prone to inaccuracies.

Try the MeetGeek virtual meeting assistant for free to turn customer discovery into an intuitive process where you can only focus on the things that matter!

Article updated on 
May 10, 2024
Share the knowledge with your circle
Related posts

Como Gerar uma Transcrição do Microsoft Teams como um Usuário Padrão

Desbloqueie o poder de cada palavra falada em suas reuniões com nosso guia para Transcrição do Microsoft Teams – clareza total em todas as conversas!

This is some text inside of a div block.

How to Cancel a Meeting [+ Meeting Cancellation Message Example]

Learn how to cancel meetings with our guide and message examples to ensure clear communication and maintain professionalism.

This is some text inside of a div block.

Best Sales Training Software in 2024: Pros, Cons & Pricing

Uncover the leading sales training software of 2024 with our analysis on their advantages, disadvantages, and pricing options.

This is some text inside of a div block.

What Is the Best AI Assistant in 2024?

Explore the top AI assistants of 2024! Find your perfect match with our comprehensive guide on the best AI technologies available.

This is some text inside of a div block.

12 Effective Sales Team Management Strategies

Discover 12 powerful strategies for managing your sales team more effectively. Boost productivity, enhance teamwork, and drive sales success!

This is some text inside of a div block.

How to Schedule a Zoom Meeting in Outlook on Any Device

Learn to schedule Zoom meetings in Outlook across devices with our step-by-step guide. Streamline your planning process for efficient meetings.

This is some text inside of a div block.

How to Generate a Podcast Transcript: A Complete Guide

Discover easy steps to generate a podcast transcript with this comprehensive guide. Boost accessibility and engagement for your audience today!

This is some text inside of a div block.

How to Generate a Microsoft Teams Transcription as a Standard User

Unlock the power of every word spoken in your meetings with our guide to Microsoft Teams Transcription – perfect clarity in every conversation!

This is some text inside of a div block.

Collaboration in the Workplace: Benefits and Strategies Unveiled

Let's uncover some actionable strategies to promote workplace collaboration and the numerous benefits that it brings along. 

This is some text inside of a div block.

How to Send a Teams Meeting Invite from Any Device

Discover how to invite people to your Teams meetings in only a few steps with this guide!

This is some text inside of a div block.

How to Switch to and from DST Using a Time Zone Meeting Planner

Unlock seamless time transitions with a time zone meeting planner! Effortlessly switch between DST and standard time. Plan better, stress less!

This is some text inside of a div block.

Every Way You Can Transcribe Audio to Text: A Comparative Guide

Explore the best ways to transcribe audio to text, covering options to suit every need and budget. Simplify your approach to productivity today!

This is some text inside of a div block.

How to Ace Remote Closing in 2024: Top Tips & Strategies

Discover how to stand out in the remote closing industry with these expert-approved tips and strategies!

This is some text inside of a div block.

5 Best Fireflies.AI Alternatives in 2024: Top Picks

Explore the top 5 alternatives to Fireflies.AI Notetaker in 2024, offering innovative features and tools to enhance your virtual meeting performance.

This is some text inside of a div block.

How to Write a “Thank You” Email After a Sales Meeting with Examples

Learn to craft compelling thank you emails after sales meetings with examples, to accelerate deals and foster strong client relationships.

This is some text inside of a div block.

AI-Enabled Customer Support to Boost Service Excellence

Know how AI-powered customer support becomes more efficient in handling customer concerns and helping businesses flourish.

This is some text inside of a div block.

How to Ask Someone for Their Availability for a Meeting with Examples

Effortlessly schedule meetings: How to ask for availability, with practical examples to ensure smooth and respectful coordination.

This is some text inside of a div block.

How to Create the Ultimate Interview Transcript in 2024

Unlock the secrets to creating the ultimate interview transcript: expert tips on accuracy, formatting, and technology for flawless documentation.

This is some text inside of a div block.

The 2024 Guide to Asynchronous Communication

Master asynchronous communication in 2024! Discover tools, techniques, and best practices for efficient remote collaboration and productivity.

This is some text inside of a div block.

6 Best Otter.AI Alternatives in 2024: Top Picks

Explore the top 6 alternatives to Otter.AI in 2024 to find an all-in-one solution for all your online meetings.

This is some text inside of a div block.

How to Write a Follow-Up Email After a Meeting (+ Templates)

Unlock the secrets of writing follow-up emails after meetings with this professional guide. Learn key tips for impactful, effective communication.

This is some text inside of a div block.

The 10 Most Effective Types of Note-Taking

Unveiling the top 10 note-taking methods to skyrocket your productivity. Don't miss out on these game-changing strategies!

This is some text inside of a div block.

AI-Powered SaaS Support: Improving Customer Service and Efficiency

In this article, let's discover if and how AI-powered SaaS support can reinvent customer service workflow in today’s industry.

This is some text inside of a div block.

9 Tools For Building A Collaborative Work Environment Remotely

Discover 9 tools that will help your company to facilitate smooth remote working environment and increase your team's productivity and collaboration.

This is some text inside of a div block.

How to Ace The Client Onboarding Process

Discover the best strategies for client onboarding to ensure a smooth and effective experience for your business and customers.

This is some text inside of a div block.

How to Build the Best Remote Team In 2024

Working efficiently while in a remote status is now a necessity. Let's explore some hacks that can be applied by your company today.

This is some text inside of a div block.

How to Take Interview Notes Like A Pro

Master the art of interview note-taking to enhance your skills and capture crucial details. Get the expert tips you need to boost your interview performance here!

This is some text inside of a div block.

How Do I Share My Google Calendar for Better Collaboration?

Are you getting the most out of your Google Calendar app? Learn how to share your Google Calendar with others to boost your productivity here!

This is some text inside of a div block.

Managing Remote Teams: 25 Tips & Best Practices

If you want to succeed at managing remote teams, there are several guidelines you must follow. Read this article to find out what they are!

This is some text inside of a div block.

Redesign Your Employee Onboarding Program: Actionable Tips + Checklists

Are you a hiring manager looking to refine your employee onboarding program? Read this article, where we teach you the ins and outs of the entire process!

This is some text inside of a div block.

How to Create Flawless Action Items + Examples

Want to boost your productivity and achieve your goals with actionable steps? Master the art of writing effective action items with this guide!

This is some text inside of a div block.

How to Record a Teams Meeting with any Microssoft 365 Subscription

Discover our easy-to-follow steps for recording a Teams Meeting. Effortlessly save discussions, presentations, and collaborative sessions to never miss out on important details again!

This is some text inside of a div block.

15 Tips to Run Effective Team Meetings

Team meetings are an important tool for motivating your team and driving success. Learn how to plan and execute effective meetings that inspire and engage your team!

This is some text inside of a div block.

How to Record Google Meet Sessions without Special Permissions in 2024

Discover how to easily record a Google Meet in our comprehensive guide. Read this article to never worry about missing important information again!

This is some text inside of a div block.

How Sales Call Recording Can Help Your Team Close More Deals

Sales call recording is a game-changer for any sales team. Read this article to discover how it can help sales reps and managers alike refine their sales process and close more deals!

This is some text inside of a div block.

How to Promote Collaboration and Innovation in Your Team?

Learn strategies to foster creativity and achieve remarkable results through the combined power of team collaboration and innovation

This is some text inside of a div block.

How to Create a Killer Talk Track Your Sales Team Will Use

A good talk track is a tried and tested way to engage potential customers in conversation and boost your sales. Here’s what you need to know!

This is some text inside of a div block.

How to Create Notion Meeting Notes, Automatically

Read this article to learn how to hack notion meeting notes with minimal effort on your part — in only a few steps!

This is some text inside of a div block.

10 Ways an AI Meeting Assistant Can Help With Your Meetings & Interviews

Without the right tools in place, meetings can be a painful process. Read this article to explore the 10 best use cases of having an AI meeting assistant!

This is some text inside of a div block.

7 Top Internal Communication Tools to Boost Your Productivity

Streamline team collaboration, break down barriers, and unlock your team's full potential for success with these essential tools.

This is some text inside of a div block.

8 Best Sales Productivity Tools to Improve Your Workflow

Let's discover the tools that can boost your effectiveness and propel your sales success to new heights!

This is some text inside of a div block.

Reinvent Your Work: A Quick Guide to Automated Transcription

Time is the most important of currencies, so manual notes are no longer an option. Keep reading to learn how to reap the benefits of automated transcription!

This is some text inside of a div block.

How to Handle Customer Discovery the Right Way

Performing customer discovery and adapting your business model based on your findings will set you apart from the rest. Read on to learn how to do that!

This is some text inside of a div block.

The Secret to Effective Meeting Minutes

How can you ensure that your meeting minutes are good and that you’ll be able to actually use them later on? Read this article to find out!

This is some text inside of a div block.

What Is Conversation Intelligence & Why You Need It

Learn how conversation intelligence can change how you do business and what tools to look for by reading this article!

This is some text inside of a div block.

How to Reduce Meetings and Not Miss Out

Meeting fatigue is real. Learn how to reduce meetings and optimize your productivity levels by reading this article!

This is some text inside of a div block.

How to Start a Consulting Business in 10 Steps (+Tips)

If you've been thinking about how to start a consulting business for a while, you're in the right spot! Read this to learn everything you need to know & more.

This is some text inside of a div block.

How to Create a Culture of Knowledge-Sharing Across Your Company

How do you create a culture of knowledge-sharing across your company? Read this article, where we share our 7 tips to help you achieve that!

This is some text inside of a div block.

12 Proven Tactics to Increase Productivity in Sales

Want to boost your productivity in sales, increase your conversion rate and close more deals? Read this to reach peak efficiency within your sales team!

This is some text inside of a div block.

9 Tips to Achieve Ultimate Meeting Productivity

Are you tired of being stuck in an endless cycle of unproductive meetings? Follow our 9 tips to help you achieve maximum meeting productivity!

This is some text inside of a div block.

Why You Need to Set Meeting Goals and How to Do That

The first step to a successful meeting is defining your meeting goals. Read this article to learn how high-performing teams do this!

This is some text inside of a div block.

5 Tips to Take Great Meeting Notes & Why Use A Virtual Meeting Assistant (+Free Templates)

Are you struggling to take meeting notes during your team meetings? Follow these 5 tips to get it down to a science and ace your next meeting!

This is some text inside of a div block.

How to Get Clients For Your Business

Are you a new business owner looking to attract clients? Here are our tips to teach you how to get clients for your business!

This is some text inside of a div block.

Essential Productivity Tools for Customer Success Managers

15 best tools for calendaring, emailing, customer success activities, project management, and meetings gathered by our partner Custify

This is some text inside of a div block.

15 Sales Coaching Tips That Actually Work

Find out what the most effective sales coaches have in common and help your team succeed with these 15 sales coaching tips!

This is some text inside of a div block.

5 Types of Customer Service Interview Questions You Need to Ask

Are you struggling to get your customer service interview questions right? Here’s how to find the best reps for your agency!

This is some text inside of a div block.

10 Sales Tools to Boost Your Productivity

What does it take to improve the productivity of your sales team? While training and gamification can be helpful, it’s the sales productivity tools that can make all the difference.

This is some text inside of a div block.

Get Started with Meetgeek

Turn meetings from a necessary evil into a positive and rewarding experience