Customer research and market segmentation are vital for developing effective marketing strategies. This discussion highlights the creation of customer avatars and buyer personas, leveraging design thinking, identifying and validating customer problems, and avoiding confirmation bias. It also covers how qualitative and quantitative research can optimize product development and drive business growth.
Andrew Muir Wood is the research advocate at Yleos and runs the London-based research and strategy consultancy, Muir Wood & Co. His firm assists clients like Condé Nast, Mozilla, Tesco, and Deliveroo in uncovering early-stage customer needs. With extensive experience in startups and global mentoring programs such as Google for Startups and the World Food Programme, Andrew ensures product leaders have the right customer data to support their decisions. Learn more at https://www.muirwood.co.uk/ and connect with him on LinkedIn: https://www.linkedin.com/in/amuirwood/
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