How do you get customers to join your discovery process?

1 Define your target segment

Before you start reaching out to potential customers, you need to define your target segment clearly and specifically. Who are the people who have the problem you're trying to solve, and who are most likely to pay for your solution? You can use criteria such as demographics, behaviors, goals, pains, and gains to segment your market and create customer personas. This will help you focus on the most relevant and valuable customers for your discovery process.

2 Choose your recruitment channels

Once you have your target segment defined, you need to choose the best channels to find and contact them. Depending on your product, market, and budget, you can use different methods such as referrals, social media, online communities, email, phone, or paid ads. You should also consider the level of trust and convenience that each channel offers to your customers. For example, referrals from existing customers or partners can be more effective than cold emails or ads.

3 Craft your value proposition

When you reach out to customers, you need to communicate your value proposition clearly and concisely. What is the benefit of joining your discovery process for them? How can you help them solve their problem or achieve their goal? What is the incentive or reward for their participation? You should also explain what you expect from them in terms of time, effort, and information. You want to make sure that they understand the purpose and scope of your discovery process, and that they are interested and willing to join.

4 Schedule and confirm your interviews

Once you have some customers who agree to join your discovery process, you need to schedule and confirm your interviews with them. You should use a tool or platform that makes it easy for them to choose a convenient time slot, and that sends them reminders and notifications. You should also confirm their availability and participation a day or two before the interview, and thank them for their cooperation. You want to avoid no-shows and cancellations as much as possible.

5 Prepare and conduct your interviews

Before you conduct your interviews, you need to prepare your questions and topics, and test your equipment and tools. You should have a clear objective and structure for your interviews, and use open-ended, probing, and hypothetical questions to elicit insights, needs, and feedback from your customers. You should also record and document your interviews, and ask for permission to do so. You want to make sure that you capture and analyze the data and insights from your interviews.

6 Follow up and iterate

After you conduct your interviews, you need to follow up with your customers and thank them for their time and input. You should also share your findings and insights with them, and ask for their feedback and validation. You should also invite them to join your next discovery or validation steps, such as surveys, prototypes, or experiments. You want to build a relationship and trust with your customers, and keep them engaged and involved in your product innovation process.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?