When you have a product or idea you’re excited about, it’s tempting to jump straight to assumptions. “Of course everyone will love this!” But as Monica Bilak, Sprocket Executive Director, shared on What’s the Startup, the truth about what your customers actually need—and what compels them to buy—often lies beneath the surface.
In this episode, Monica breaks down the art of customer discovery: how to move beyond surveys and focus groups to uncover the real problems your customers face, what drives their decisions, and how you can use this insight to build a better, more successful business.
What is Customer Discovery—and Why Does It Matter?
At its core, customer discovery is about understanding the why behind a purchase. Monica describes it as uncovering the deeper needs that lead someone to “pull out their wallet” (or Venmo, Apple Pay, or credit card):
“What is the problem they’re trying to solve? How are they going about solving it? And what compels them to finally make a purchase?”
The answers to these questions can be surprising—and they’re rarely what we assume. Customer discovery forces entrepreneurs to step back, test their assumptions, and build products or services that solve real problems.
What are Your First Steps to Customer Discovery?
So where do you begin? Monica emphasizes starting small, with a mindset of experimentation:
1. Create a Hypothesis: What do you think your customers need? What problem are you trying to solve?
2. Test It: Don’t rely on surveys alone. Instead, put your idea or product in front of people and observe how they respond.
For example, Monica shares how they launched their first youth programs at a maker space by running pop-up workshops:
“We tested workshops like 3D printing and robotics. We watched where kids gravitated and what they responded to. Over time, we discovered which programs were worth investing in—saving us time, money, and effort.”
This kind of testing doesn’t have to be elaborate. Sell frozen yogurt in a park for a day. Push a coffee cart through an office building. Create a low-cost version of your offering and see how people interact with it. The goal is simple: observe and listen.
The Milkshake Story: A Lesson in Real Customer Needs
Monica shares a powerful example from Clayton Christensen, the father of disruptive innovation. A fast-food chain was struggling to boost milkshake sales. Traditional focus groups told them to add more flavors—but nothing worked.
It wasn’t until researchers began talking to customers that the truth came out:
- People were buying milkshakes in the morning for their long commutes.
- Milkshakes were a convenient, mess-free option that lasted the entire drive.
In other words, milkshakes weren’t just a treat—they were solving a problem. This insight changed everything: the company rebranded and expanded its smoothie offerings to better serve that need.
The takeaway: Your customers’ true needs might be hidden beneath the obvious. To uncover them, ask questions about their experiences, not your product.
How to Ask Better Questions for Customer Discovery
The art of customer discovery lies in asking the right questions. Monica shares a few key tips:
Focus on Problems, Not Products
Don’t ask, “Do you like my idea?” Instead, ask about their experiences:
• “Tell me about the last time you needed an energy boost in the afternoon.”
• “What did you do? Where did you go? Why did you choose that?”
Use “What” and “How” Questions
Avoid “why” questions—they put people on the defensive. Instead, ask:
• “How did you decide to buy that?”
• “What led you to that choice?”
These questions encourage thoughtful, step-by-step responses that reveal the real story behind a decision.
Talk About a Time
Ask customers to share stories:
• “Tell me about the last time you purchased [X]. What was happening in your life?”
Stories often reveal emotional drivers, overlooked needs, and key decision points.
What To Do With the Information You Get from Your Customers
Once you’ve completed your “sleuthing,” it’s time to put those insights into action:
- Reassess Your Product: Does it solve the problem your customers are describing? Do you need to make adjustments?
- Rethink Your Marketing: Who are you actually serving? Where are they, and how can you connect with them?
- Refine Your Offering: Identify ways to make your product or service easier, faster, or better aligned with your customers’ needs.
Monica shares how customer discovery helped them pivot their youth workshops:
“We discovered that middle schoolers were our core audience, not high school students. That insight saved us time and money—and allowed us to focus on what worked.”
Common Mistakes in Customer Discovery
Monica warns against the biggest pitfall: talking about your product too soon. When you pitch your idea upfront, you bias people’s responses. Instead, focus on understanding their problems and experiences.
She also recommends practicing your questioning skills with friends or strangers to build confidence:
“It’s about asking open-ended questions and truly listening. People appreciate it—and you’ll get better, more honest insights.”
Getting Started: Your Next Steps in Learning More About Your Customers
Customer discovery doesn’t have to be complicated or intimidating. Start small:
- Write Down Your Assumptions: What problem do you think you’re solving?
- Design a Small Test: Find a simple, low-cost way to put your idea in front of people.
- Ask Open-Ended Questions: Focus on their experiences and needs, not your product.
- Be Honest About the Data: Pay attention to what people are really telling you—even if it challenges your assumptions.
Customer discovery is about creating something people truly need, not just something you want to make.
The Bottom Line: Understanding Your Customers is Everything
The more you understand your customers, the better you can serve them—and the more successful your business will be. As Monica puts it:
“Do you want your answer, or do you want your customers’ answer? Do you want to make something you love, or do you want to make something that sells?”
By asking thoughtful questions, listening deeply, and testing your ideas, you’ll gain the clarity and confidence to create products and services that truly resonate.
Ready to go beyond the survey? Start talking, start listening, and see where the insights take you.
Take the Next Step: Book a Free Mentor Call
Ready to uncover what your customers really want? Don’t do it alone. At Sprocket, we have expert mentors who specialize in customer discovery and can help you:
✅ Brainstorm the right questions to ask your customers.
✅ Design simple, actionable tests to validate your ideas.
✅ Identify gaps in your assumptions and refine your approach.
A free mentor call is your chance to gain clarity, confidence, and practical strategies for understanding your audience and building products they’ll love.
📍 Book your free call today and take the guesswork out of customer discovery. Let’s get started!