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Customer Insights

11 Lessons

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Most products fail—not because of bad execution, but because they’re based on assumptions, not real customer insights.

This course will teach you how to uncover what customers won’t tell you, ask the right questions, and turn insights into actionable strategies that reduce risk and increase success in product development.

✅ Understand why customers really buy (it’s not just about the product!)
✅ Learn how to conduct customer interviews that reveal real needs
✅ Use proven tools like the Focus Wheel to turn insights into action

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How to get REAL customer insights

Introduction

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Lesson 1: What Customers Won’t Tell You

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Lesson 2: Why do people really buy?

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Lesson 3: The Three Types of Jobs That Drive Customer Decisions

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Lesson 4: Understanding Your Customer’s Buying Journey

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Lesson 5: The Forces Driving (or Blocking) Your Customers’ Decisions

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Lesson 6: How to Set Up and Document Customer Interviews

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Lesson 7: Whom Should You Interview?

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Lesson 8: How to Turn Customer Insights into Action

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Lesson 9: The Frequently Asked Questions

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Lesson 10: How Much Does Customer Research Cost You?

About the teacher

Florian Hameister spent over a decade in product development—doing what good engineers do best: ignoring customers and building what he thought they needed. Spoiler alert: It didn’t work.After costly mistakes and frustrating failures, he started a deep dive into customer insights, learning how to truly understand what drives buying decisions. Now, he helps companies avoid the same mistakes and create products that customers actually want.In this course, he shares his hard-earned lessons, tools, and frameworks so you can make smarter decisions and reduce risk in product development.