Intercom's Des Traynor, Steve Blank: How to do Customer Research

Patrick Campbell Sep 13 2018

Last week, we chatted about "Whoever gets closer to the customer wins." Everyone loved the concept and all the theory behind why this mindset is absolutely crucial to competing in the current market. 

Here's the problem we heard from dozens of responses though - how do you actually do that? 

On this episode, we go deep on the how by diving into customer research with help from Silicon Valley luminary Steve Blank, Intercom's Founder Des Traynor, and the ProfitWell crew. We walk through why customer research has become so important, how to do qualitative and quantitative research, and why all the objections around customer research don't hold weight. 

You can listen to Protect the Hustle on Apple Podcasts, Spotify, Google Podcasts, Overcast, Stitcher, Radio Public, or wherever you listen to podcasts. There's also a full video version below.

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Full Video Version


Topics covered in this episode

  • How buying software has changed in the past 30 years

  • How dramatically the market has changed in terms of CAC, willingness to pay, LTV, number of competitors, etc

  • The customer development and customer research process

  • How to do qualitative customer research

  • How to do quantitative customer research

  • Why the Steve Jobs and Henry Ford arguments don't hold weight

We're giving away 25 copies of one of Steve Blanks's books to the first 25 folks who leave a 5 star rating and comment on iTunes. Screenshot your review and email it to and we'll ship you out a copy.

By Patrick Campbell

Founder & CEO of ProfitWell, the software for helping subscription companies with their monetization and retention strategies, as well as providing free turnkey subscription financial metrics for over 20,000 companies. Prior to ProfitWell Patrick led Strategic Initiatives for Boston-based Gemvara and was an Economist at Google and the US Intelligence community.

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