Masterclass: Uncover what customers need then test if they'll buy your solution

Stop building what nobody wants. Learn how to validate the problem AND test if customers will pay for your solution before you commit.

The number one reason new products fail is no market need. You've got a hunch about a problem worth solving, maybe even some early traction. But you're not sure if people will actually pay to solve it, or if your solution is the right approach.

This masterclass teaches you how to run discovery and validation research that separates real opportunities from expensive dead ends. You'll learn techniques for uncovering genuine customer needs, then testing whether your solution is something they'd buy.

You'll leave with frameworks you can apply immediately, plus templates to run this research on your own.

Who this is for

Founders, product managers and innovation leads who've run customer research before and want to take their validation skills to the next level.

This isn't a beginner course. We're assuming you know how to recruit and talk to customers - now you want the advanced techniques that consistently separate signal from noise.

B2C and B2B both welcome. The principles overlap more than you'd think.

What we'll cover

Problem-solution fit fundamentals How to structure research that actually validates whether you're solving a problem people care about enough to pay for.

Prototyping your value proposition How to test if people will buy your solution (clue: you don't show them your app flow). We'll cover value prop visualisation, comparable products, reference points, and validation techniques that work before you've built anything.

Discovery vs validation research The 80:20 - 50:50 - 20:80 rule for balancing open exploration with focused testing at different stages.

Running effective validation interviews Question design, behavioural mapping, and getting past what people say they'd do to understand what they actually do.

Ideal customer profile thinking Who you speak to matters more than you think. Learn how to identify and recruit the right mix of prospects and customers.

Hands-on practice You'll work on both your own product ideas and case study examples we've prepared. You'll populate frameworks during the session that you can take straight back to your business.

What you'll leave with

Validation frameworks and templates ready to use on your next projectFull session recording so you can revisit techniques laterPopulated worksheets from the exercises20% discount on future masterclasses and 1-to-1 coaching

Event details

Date: Tuesday 22 April 2026 Time: 1:00pm - 5:00pm Location: Somerset House, London (specific room confirmed to ticket holders 3 days before) Capacity: Maximum 10 attendees Price: £440 + VAT

Coffee, tea and snacks provided throughout.

Optional drinks nearby afterwards for anyone who wants to continue the conversation.

What to bring

Laptop optional (useful for AI-assisted exercises, but not essential)A clear articulation of your value proposition: who it's for, the problem they have, what your solution does and how it's different from competitorsPen and paper for notes

Pre-work: Before the session, write out your value proposition following the structure above. Come ready to test your assumptions.

About your facilitators

We've spent 19 years refining these techniques across nearly 100 clients and thousands of customer interviews. We teach research methods at LSE, Royal College of Art and Central Saint Martins, and have mentored hundreds of startups through Google for Startups.

These aren't theoretical frameworks - they're battle-tested approaches we use with paying clients every week.

Refund policy

Full refund if cancelled more than 7 days before the event50% refund if cancelled between 7 days and 48 hours beforeNo refund within 48 hours of the event

Questions?

Email us at hello@muirwood.co.uk or check out the full programme at muirwood.co.uk/research-masterclasses/

Limited to 10 people. Book early to secure your spot.