If customer discovery is so important, why don’t more people do it?
We’ve worked with founders, researchers, and corporate teams of all sizes — and the excuses are almost always the same.

1. “I already know what people want.”

When you’re excited about your idea, it’s tempting to believe you’ve already got it figured out.
The truth? Even the smartest innovators get surprised once they start talking to real people.

2. “It’s awkward or uncomfortable.”

Reaching out to strangers or even acquaintances can feel nerve-wracking.
No one wants to feel like they’re bothering people or risking rejection.

3. “I don’t have time.”

It’s easy to think, “I’ll do customer interviews after I build the product.”
But if you wait until then, you risk wasting months on something people may not actually want.

4. “I don’t know what to ask.”

Without the right questions, conversations can turn into small talk — or worse, polite lies that make you feel good but don’t give you real answers.

5. “We’ve done it before.”

Markets change. Needs shift. Just because you did discovery once doesn’t mean the answers still hold true.

6. “It’s too messy.”

Even if you do run interviews, organizing recordings, notes, and insights can be overwhelming.
That’s why so many teams never fully process what they learn — and end up making decisions based on gut feeling anyway.

The Truth

Most people skip customer discovery not because they don’t believe in it, but because it feels time-consuming, awkward, and hard to manage. That’s exactly why our platform exists — to make it faster, easier, and far less intimidating.