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Develop products that people will actually buy and use by learning about your potential customers-the problems they need to solve, what frustrates and delights them, and how they behave. With this practical guide, your lean development team can gain valuable insights within days, using proven research techniques. Learn how to conduct interviews, get customers talking, and incorporate valuable feedback directly into your product development process. Why leave customer research to contractors or other teams, or waste time and money on market research? This book provides the lean tools and guidance to help your team develop the right product. Learn how customer development differs from traditional research methods Find the right people to talk to, and decide which questions to ask Structure your interview with the help of templates and examples Determine how many people to talk to, and for how long Discover what to ignore and when to dig deeper with the help of real-world examples Know when to move from one-to-one interviews to surveys Turn your findings into actionable product changes Use customer feedback to validate (or disprove) your assumptions throughout the development process