Customer Research in Practice
How to talk to customers in a way that produces real insight, not just polite agreement.
What you will learn.
Design interview questions that surface real behavior, not stated preference.
Recruit a small, honest sample instead of chasing statistical significance too early.
Separate a genuine pattern from a single loud opinion.
Turn a set of conversations into a decision a team can act on this week.
About this course.
Most customer interviews produce reassuring, useless data, because most questions invite polite agreement rather than honest reflection. This course covers how to design and run conversations that surface real behavior — recruiting the right small sample, asking questions that get past politeness, and turning a handful of honest conversations into a decision a team can actually act on.
3 modules, 7 lessons.
Each module builds on the last. Expand a module to see its lessons.
01
Asking Better Questions
- Why Most Customer Interviews Produce Bad Data
- Questions That Get Past Politeness
- Listening for the Problem Behind the Request
02
Running the Research
- Recruiting Five Honest Conversations Instead of Fifty Surveys
- A Simple Structure for a 30-Minute Interview
03
Turning Conversations Into Decisions
- Finding Patterns Across Interviews Without Overfitting
- Presenting Research So People Actually Act On It
Taught by Thomas Reyes.
Thomas Reyes
Marketing & Customer Research
Thomas has run marketing for early-stage companies across three industries, usually as the first (and only) marketing hire. He teaches the version of marketing that works without a department behind it — grounded in real customer conversations rather than borrowed playbooks.
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