Customer insights.

Meaningful innovation starts with the people you design for.


User-centered techniques to find problems worth solving.

Try searching for “useless products” on the internet to find examples of organizations that designed fantastic solutions to problems no one has. These products may be perfect for their purpose, but that purpose just isn’t perceived as important by the end users.

That’s why understanding your end users needs to be at the heart of every innovation initiative. By understanding your customers, you start with a strong foundation for designing solutions that address end users’ needs and expectations.

What makes market research different from qualitative research is not only the scale but also the level of customer understanding and user insight

User insights are the golden nuggets that allow us to understand the needs, motivations, and aspirations driving the people we design for.

“The Board of Innovation team invested a lot of effort in understanding the Chinese culture and our business background to come up with a tailor-made process.”
Ivy Yang, Associated Director of Marketing, Danone Waters China

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Learn how to collect user stories and *truly* understand your customers.


Customer interviews: learn to ask the right questions

Discover the best practices for conducting customer interviews. Customer interviews are the fastest and most effective way to learn what your customers really need.


Observation field trips: deep dives into your customer's world

Borrowed from ethnographic research methodologies, observation field trips physically immerse the observer in the natural environment of the customer to observe your target audience. With your outsider’s eye, you can spot the difficulties and micro-frustrations that your users experience. You’ll discover that what customers say can be quite different from what they actually do and experience. 


Customer empathy

Immerse yourself in your customer’s world, and embody the saying “walk a mile in your customer’s shoes.” Before judging, you need to understand your customer’s experience, challenges, thought process, and more.

Program overview

A 4-week walk in your customers' shoes.

During a 4-week course, the team will learn, through practice, the skills and mindset needed for user research. Specifically, they will face a real-life case challenge and learn the three-phase user research process: empathize, define, and test.

In our experience, asking the right questions and finding useful user insights are the key challenges of user research, especially for team members who are not accustomed to customer-facing work. During these four weeks, our coaches will be by your side to help fine-tune your skill sets based on your individual needs and personal strengths.

  • Observation
  • Immersion
  • Engagement
  • Create persona
  • Define insight statements
  • Solution testing
  • Pitching

Client cases

Trusted by Fortune 500 and global innovators.

Board of Innovation makes Fortune 500 companies innovate like startups, mixing proven methods from Design Thinking and Lean Startup strategies.

Service design for TD Ameritrade

In a 2-day training session covering user empathy/understanding, creative ideation, and prototyping, we took 5 teams through the business challenge: “How might we improve the services we deliver to the business?”

User research.

Let's get in touch!

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