Customer Insight Lab: BU’s Catalyst Program
- The Catalyst program is a hands-on action learning program that equips participants with valuable skills around bringing technical inventions to the market. This program teaches you how to shift the paradigm from a technology-centric focus to a customer-centric focus, with a goal of solving customers’ critical problems.
- After receiving 8 hours of online training in customer discovery, participants are put into teams and paired with a BU Principal Investigator/faculty member from across the university.
- Participants interview potential customers of the new technology and report back on their key learnings about the viability of the market. Specifically participants learn how to create hypotheses, test their hypotheses through interviewing the right people, and synthesize the patterns in this data. The course culminates in a presentation to an audience of faculty and experienced entrepreneurs.
- This program is available exclusively to Boston University graduates.
October 17 – December 5, 2023.
Live virtual session dates on:
October 17 5:30-9:00 ET and October 24 5:30-9:00 ET.
Participants separately meet with the principal investigator at a mutually convenient time.
Other session times are determined by the teams and include required check-in office hours with the instructor and the final presentation.
Special introductory pricing:
$895 (regular pricing $1,495) Available exclusively to BU alumni
Participants who successfully complete the course will receive a Certificate in Customer Discovery Practitioner from Boston University Questrom School of Business.
Course Learning Objectives
By the end of this course, you’ll be able to:
- Understand the customer discovery process
- Apply the customer discovery process to a real invention
- Learn to synthesize data collected from customers to accept or reject foundational hypotheses for market need
- Provide guidance to a BU faculty professor and receive feedback from experts
Customer Insights Training Topics
- Customer validation: what it is and is not
- Why ventures or start-ups are very different from the planning for largercompanies
- The scientific method: what it is and why it’s key for start-ups
- The Maurya Canvas as a corner-stone tool
- Value propositions and product-market fit
- Business models: what are they and what are the differences between many choices
- Types of customer segments
- Where to find potential customers and how to contact them
- What to say when interviewing for customer discovery and what NOT to say
- How to gather, organize, and use data from customer interviews
Who Is This Course For?
- Entrepreneurs looking to find product-market fit for a new product or service
- Corporate innovators charged with creating new products within their companies
- Marketing professionals who are looking to gain more skills in customer interviewing and insight
- Two evenings of virtual training
- As part of a team, conduct interviews over a six-week period
- Two, mid-program video check-in meetings with instructor
- Final presentation (virtual) to an experienced audience of entrepreneurs and SMEs
National Instructor for I Corps
Instructor in Customer Discovery
for BU’s Catalyst program
Got questions about this program or Questrom Lifelong Learning?