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  • November 2011 (Revised August 2012)
  • Background Note
  • HBS Case Collection

Customer Discovery and Validation for Entrepreneurs

By: Frank V. Cespedes, Thomas Eisenmann and Steven G. Blank
  • Format:Print
  • | Pages:20
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Abstract

Provides practical guidelines for conducting market research to explore and validate demand for entrepreneurial offering. Explains how the research objectives of entrepreneurs might differ from those relevant to managers evaluating product or service offerings to established markets. For each of several research techniques, specifies conditions under which the technique is most likely to yield valuable insights; describes how the technique should be adapted for use in an entrepreneurial context; and offers tips and cautions about applying the technique. The techniques include customer surveys, usability tests, market trials, split tests, and Net Promoter Score. Appendices discuss the use of focus groups and conjoint analysis in an entrepreneurial context. The Note is therefore suitable for use in MBA, Executive Education, Field Study, or project contexts where the focus is startups, new business development, product development, or innovation.

Keywords

Customer Value and Value Chain; Entrepreneurship

Citation

Cespedes, Frank V., Thomas Eisenmann, and Steven G. Blank. "Customer Discovery and Validation for Entrepreneurs." Harvard Business School Background Note 812-097, November 2011. (Revised August 2012.)
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About The Authors

Frank V. Cespedes

Entrepreneurial Management
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Thomas R. Eisenmann

Entrepreneurial Management
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Related Work

    • November 2011 (Revised August 2012)
    • Faculty Research

    Customer Discovery and Validation for Entrepreneurs

    By: Frank V. Cespedes, Thomas Eisenmann and Steven G. Blank
Related Work
  • Customer Discovery and Validation for Entrepreneurs By: Frank V. Cespedes, Thomas Eisenmann and Steven G. Blank
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