User research.

Meaningful innovation starts with the people you design for.


User-centered techniques to discover problems worth solving.

Try googling “useless products” to find out examples of organizations that designed fantastic solutions for worthless problems. These products may be perfect to solve the problem at hand, but the problem itself is just not perceived as important by the final users.

That’s why understanding your final users should be at the heart of every innovation initiative. By understanding your customers, you create the foundations for designing solutions that truly match final users’ needs and expectations.

What differentiates market research from qualitative research is not only the scale but also the level of customer understanding and user insights

User insights are the golden nuggets that will allow us to better understand the underlying reasons that drive needs, motivations, and aspirations of the people we design for.

“The Board of Innovation team invested lots of effort to understand the Chinese culture and our business background to come up with a tailor-made process.”
Ivy Yang, Associated Director 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

Learn best-practices to conduct customer interviews. Customer interviews are the fastest and most effective way to understand what your customers really need.


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

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


Customer empathy

Immerse in your customer’s world, and truly embody the saying “walk a mile in your customer’s shoes“. Before judging, you must understand your customer’s experience, challenges, thought process, …

Program overview

A 4-week tour in the shoes of your customers.

During a 4-week course, the team will learn, through practice, to develop the required capability and mindset needed for user research, more specifically the phases of empathy, define and testing, through a real-life case challenge.

From our experience, asking the right questions are crafting user insights are the most challenging aspects of user research, especially for team members profiles who are not accustomed to being customer facing. During these weeks, our coaches will be by your side and will help you to 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 Fortune500 and global innovators.

Board of Innovation makes Fortune500 corporations innovate like startups, mixing proven methods from design thinking and lean startup.

Service design for TD Ameritrade

In a 2-day training sessio, 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.

Do you want more info about this program? Please fill in this form below to have a quick chat with one of our experts.