Staying Close to Customers from Start to Scale 

The notion of ‘staying close to customers’ is not as simple as it sounds. While physical proximity to customers can be helpful, the real objective is to understand your customers and their pains, motivations, context, etc. Staying close to your customers pre-launch requires interacting with and learning from individuals you anticipate being your customers. Later stage companies may already have customers, but that does not necessarily mean they understand them. Companies can interact with customers every day and fail to recognize how and why they chose their product or service. This workshop will teach you customer research strategies, how to decide where to focus, and why it’s so important, no matter what stage your business is at. 

When: Wednesday, March 31, 2021 10:00 AM to Noon Mountain Time (US and Canada)

Where: Online via Zoom, Interactive Activities


What you will learn

What you leave with:

An initial customer hypothesis and plan to test it

How to Prepare for the Workshop

This is an online learning workshop. You will need to have a camera and microphone to participate via Zoom. In addition, you will need a pen and paper for activities. Most importantly come prepared to engaged with others and have fun working on your business.

About the workshop mentor

Trisha Terhar, Director of Research & Market Intelligence at Visit Albuquerque

Researcher, analyst, strategist, and storyteller. I help organizations learn from their customers. My favorite moment in a customer interview is the first hint that they have strong feelings about something. It’s often subtle and requires a follow up question, but can lead to incredibly rich feedback.

A former ABQid Director, I developed a passion for customer research during my time with the organization (2014-18). I built on my experience by earning an MBA at UNM’s Anderson School of Management and now work as a Director of Research & Market Intelligence in the tourism industry. 

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