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<h2 class="hd hd-2 unit-title">Customer Discovery Methods</h2>
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<p>There are a number of ways to learn about the people for whom you design your offering. Throughout the lifetime of an organization, and particularly at the beginning, you should have a structured process for how you will do the following:</p>
<ul>
<li>Learn about those impacted by your work.</li>
<li>Challenge your own assumptions.</li>
<li>Bring your customers into your design process.</li>
</ul>
<p>We are now going to highlight social enterprises that have pursued Customer Discovery using different tools. We’ve selected these three teams to see three different moments in their respective journeys. We will ask you to analyze the methods that these teams have used and to think about what else they might choose to do in the future. We will focus on these three methods:</p>
<ol>
<li><b>Observation</b>: It sounds simple at first that this just means observing your customers, but it demands you to be careful and thorough about planning how and when to conduct structured observations. Thorough case studies and observations often have the limitation of being time-consuming, especially since you have to be there in the quiet periods that people may think are mundane or boring to better understand your customers.</li>
<li><b>Interviews</b>: They are often more useful than you’d think! With both specific and open-ended questions, interviews can allow you to challenge your assumptions, and provide more structure than observations, with more flexibility than surveys provide.</li>
<li><b>Surveys</b>: Businesses often default to using surveys because of their ability to generate quantitative data from many people in a short period of time. However, good surveys are deceptively hard, since you need to word your questions in a way that does not bias the survey-taker, ensure that questions are useful for your work, and make sure that the questions are relevant to your audience. Use surveys with caution, consider using observations and interviews first to help structure them, and look for people and resources on survey design to help you!</li>
</ol>
<p>It’s also worth noting that internal research can support Customer Discovery methods, although it should not be the primary tool used for gathering data. For instance, an organization can use internal research to generate topics and questions to then explore during interviews with customers. It can also help with using appropriate language to implement in surveys. While Customer Discovery is inherently external to an organization, there can be a valuable internal dimension to this process.</p>
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<h2 class="hd hd-2 unit-title">Case Study 1: SOLshare</h2>
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<p><img style="float: right;" src="/assets/courseware/v1/8b9526a822ee8713f89b1ec138f09d6f/asset-v1:MITx+0.SolveX+2T2021+type@asset+block/03_logo_MESOLshare.png" alt="SolShare Logo" width="251" height="102" />SOLshare is a social enterprise in Bangladesh that addresses the problem of energy access by creating a platform for peer-to-peer microgrids. Their offering enables rural households to use solar rooftop systems to sell excess energy, which also allows nearby customers without solar rooftop systems to purchase energy from the network.</p>
<p>SOLShare started their work motivated by three key statistics about Bangladesh - evidence of an Impact Opportunity:</p>
<ol>
<li>Bangladesh has one of the highest population densities in the world.</li>
<li>Bangladesh has the most installed solar home systems (over 6 million installed, serving approximately 30 million people).</li>
<li>Customers have near-universal access to mobile money.</li>
</ol>
<p>Figuring that many solar home systems would have full batteries some of the time (and produce unused electricity), SOLshare saw an opportunity to help more people gain access to renewable electricity.</p>
<p>Imagine you see this broad potential. How would you go about understanding the specific people and opportunities that you need to design for?</p>
<p><strong>Additional Reading</strong></p>
<ul>
<li><a href="https://me-solshare.com/" target="_blank">SOLshare's Website</a></li>
<li><a href="https://solve.mit.edu/challenges/id4d-mission-billion-2020/solutions/35598" target="_blank">SOLshare's MIT Solve Application</a></li>
<li><a href="https://www.youtube.com/watch?v=j6oB1UjwY5w" target="_blank">SOLshare's Video Pitch</a></li>
</ul>
<p><em>Logo ©2020 SolShare. All Rights Reserved.</em></p>
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Customer Discovery for SOLshare
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<legend id="1d74f18aaa7640629745fafd63fb4ca3_2_1-legend" class="response-fieldset-legend field-group-hd">Which of these is <b>not</b> a key question that SOLshare should consider as part of Customer Discovery?</legend>
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<span class="status unanswered" id="status_1d74f18aaa7640629745fafd63fb4ca3_2_1" data-tooltip="Not yet answered.">
<span class="sr">unanswered</span><span class="status-icon" aria-hidden="true"/>
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<legend id="1d74f18aaa7640629745fafd63fb4ca3_3_1-legend" class="response-fieldset-legend field-group-hd">If SOLshare is starting their formal Customer Discovery process, which of the following questions would they be able to answer more effectively using observation rather than survey data alone?</legend>
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<p>Here is a description of the different types of people impacted by their offering (<a href="https://solve.mit.edu/challenges/id4d-mission-billion-2020/solutions/35598" target="_blank">taken and edited from their Solve application</a>).</p>
<p><em>SOLshare operates in the energy access market for rural off-grid communities. The people we serve are those suffering from energy poverty. Being such an important commodity, we know that energy can make a vast difference in a people’s lives. Our end-users fall into three categories: </em></p>
<ol>
<li><em>Consumers - Villagers that do not have a system of their own and are pure off-takers. </em></li>
<li><em>Prosumers - Villagers with a solar home systems (SHS) that at times need more power, other times less. They can be a net-producer or consumer depending on their usage pattern. </em></li>
<li><em>Producers - Villagers that turn out to be solar entrepreneurs who obtain solar generation and storage assets for the purpose of selling. By providing a market-based solution to participants in the peer-to-peer microgrid, there are financial incentives to make a more efficient use of the energy resources.</em></li>
</ol>
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<h2 class="hd hd-2 unit-title">Case Study 2: Whole Surplus</h2>
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<p><img style="float: right;" src="/assets/courseware/v1/551ad28f1aa804365248151e233ee134/asset-v1:MITx+0.SolveX+2T2021+type@asset+block/12_logo_WholeSurplus.png" alt="Whole Surplus logo" width="250" height="250" />Whole Surplus is addressing the problems of food waste by offering a business-to-business model to sell, donate, or recycle excess food from restaurants. They have many existing clients and are currently expanding in Turkey, while looking to expand to other European markets. Here is an explanation of why the problem persists and how their customers benefit from their service (edited and taken from their Solve application):</p>
<p style="padding-left: 30px;">Despite recent attention to food waste and climate change in the world, many companies in the food sector do not want to invest in waste management departments, even if they could decrease their financial loss. Because establishing waste management departments also includes investment in technology, staff, equipment, it also means extra workload and time committed to waste management. This lack of required managerial skills of the food waste management market causes companies great financial loss each year. Even though most of their surplus is appropriate for human consumption, they end up being landfilled. However, Whole Surplus can recover this financial loss while helping the environment and society with its software and operational excellence.</p>
<p>Imagine if you were supporting Whole Surplus right after their initial product launch in 2017. Consider how, as an existing social enterprise, Whole Surplus could continue their Customer Discovery process when their customers are businesses to help improve both their impact and their revenue. Take a moment and think about the methods and questions you would try to answer, then move on to the questions below.</p>
<p><strong>Additional Reading:</strong></p>
<ul>
<li><a href="https://wholesurplus.com/" target="_blank">Whole Surplus's Website</a></li>
<li><a href="https://solve.mit.edu/challenges/sustainable-food-systems/solutions/27832" target="_blank">Whole Surplus's Solve Application</a></li>
</ul>
<p><em>Logo ©2020 Whole Surplus. All Rights Reserved.</em></p>
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Customer Discovery for Whole Surplus
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<legend id="c919ff8d748940b0a908ec9e5c4a5a9f_2_1-legend" class="response-fieldset-legend field-group-hd">Which of the following questions is <b>not</b> reasonable for a Customer Discovery process?</legend>
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<input type="radio" name="input_c919ff8d748940b0a908ec9e5c4a5a9f_2_1" id="input_c919ff8d748940b0a908ec9e5c4a5a9f_2_1_choice_0" class="field-input input-radio" value="choice_0"/><label id="c919ff8d748940b0a908ec9e5c4a5a9f_2_1-choice_0-label" for="input_c919ff8d748940b0a908ec9e5c4a5a9f_2_1_choice_0" class="response-label field-label label-inline" aria-describedby="status_c919ff8d748940b0a908ec9e5c4a5a9f_2_1"> Are retailers using our software for a task that we did not design for?
</label>
</div>
<div class="field">
<input type="radio" name="input_c919ff8d748940b0a908ec9e5c4a5a9f_2_1" id="input_c919ff8d748940b0a908ec9e5c4a5a9f_2_1_choice_1" class="field-input input-radio" value="choice_1"/><label id="c919ff8d748940b0a908ec9e5c4a5a9f_2_1-choice_1-label" for="input_c919ff8d748940b0a908ec9e5c4a5a9f_2_1_choice_1" class="response-label field-label label-inline" aria-describedby="status_c919ff8d748940b0a908ec9e5c4a5a9f_2_1"> Are our customers seeing postive environmental impacts as a result of using our product?
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<input type="radio" name="input_c919ff8d748940b0a908ec9e5c4a5a9f_2_1" id="input_c919ff8d748940b0a908ec9e5c4a5a9f_2_1_choice_2" class="field-input input-radio" value="choice_2"/><label id="c919ff8d748940b0a908ec9e5c4a5a9f_2_1-choice_2-label" for="input_c919ff8d748940b0a908ec9e5c4a5a9f_2_1_choice_2" class="response-label field-label label-inline" aria-describedby="status_c919ff8d748940b0a908ec9e5c4a5a9f_2_1"> What is the total positive impact of our products so far?
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<span id="answer_c919ff8d748940b0a908ec9e5c4a5a9f_2_1"/>
</fieldset>
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<div class="wrapper-problem-response" tabindex="-1" aria-label="Question 2" role="group"><div class="choicegroup capa_inputtype" id="inputtype_c919ff8d748940b0a908ec9e5c4a5a9f_3_1">
<fieldset aria-describedby="status_c919ff8d748940b0a908ec9e5c4a5a9f_3_1">
<legend id="c919ff8d748940b0a908ec9e5c4a5a9f_3_1-legend" class="response-fieldset-legend field-group-hd">Which method(s) of Customer Discovery would be most appropriate for answering the question &#8220;Do business employees use our food waste tracking software the way it was designed?&#8221;</legend>
<div class="field">
<input type="checkbox" name="input_c919ff8d748940b0a908ec9e5c4a5a9f_3_1[]" id="input_c919ff8d748940b0a908ec9e5c4a5a9f_3_1_choice_0" class="field-input input-checkbox" value="choice_0"/><label id="c919ff8d748940b0a908ec9e5c4a5a9f_3_1-choice_0-label" for="input_c919ff8d748940b0a908ec9e5c4a5a9f_3_1_choice_0" class="response-label field-label label-inline" aria-describedby="status_c919ff8d748940b0a908ec9e5c4a5a9f_3_1"> Observation
</label>
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</label>
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<span id="answer_c919ff8d748940b0a908ec9e5c4a5a9f_3_1"/>
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<div class="wrapper-problem-response" tabindex="-1" aria-label="Question 3" role="group"><div class="choicegroup capa_inputtype" id="inputtype_c919ff8d748940b0a908ec9e5c4a5a9f_4_1">
<fieldset aria-describedby="status_c919ff8d748940b0a908ec9e5c4a5a9f_4_1">
<legend id="c919ff8d748940b0a908ec9e5c4a5a9f_4_1-legend" class="response-fieldset-legend field-group-hd">Which of the following questions could be answered through the use of observation?</legend>
<div class="field">
<input type="radio" name="input_c919ff8d748940b0a908ec9e5c4a5a9f_4_1" id="input_c919ff8d748940b0a908ec9e5c4a5a9f_4_1_choice_0" class="field-input input-radio" value="choice_0"/><label id="c919ff8d748940b0a908ec9e5c4a5a9f_4_1-choice_0-label" for="input_c919ff8d748940b0a908ec9e5c4a5a9f_4_1_choice_0" class="response-label field-label label-inline" aria-describedby="status_c919ff8d748940b0a908ec9e5c4a5a9f_4_1"> What do retailers that do not use our offering currently do with food waste?
</label>
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<div class="field">
<input type="radio" name="input_c919ff8d748940b0a908ec9e5c4a5a9f_4_1" id="input_c919ff8d748940b0a908ec9e5c4a5a9f_4_1_choice_1" class="field-input input-radio" value="choice_1"/><label id="c919ff8d748940b0a908ec9e5c4a5a9f_4_1-choice_1-label" for="input_c919ff8d748940b0a908ec9e5c4a5a9f_4_1_choice_1" class="response-label field-label label-inline" aria-describedby="status_c919ff8d748940b0a908ec9e5c4a5a9f_4_1"> What do our current customers think about the problem of food waste?
</label>
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<div class="field">
<input type="radio" name="input_c919ff8d748940b0a908ec9e5c4a5a9f_4_1" id="input_c919ff8d748940b0a908ec9e5c4a5a9f_4_1_choice_2" class="field-input input-radio" value="choice_2"/><label id="c919ff8d748940b0a908ec9e5c4a5a9f_4_1-choice_2-label" for="input_c919ff8d748940b0a908ec9e5c4a5a9f_4_1_choice_2" class="response-label field-label label-inline" aria-describedby="status_c919ff8d748940b0a908ec9e5c4a5a9f_4_1"> Do individual consumers know about our social enterprise?
</label>
</div>
<span id="answer_c919ff8d748940b0a908ec9e5c4a5a9f_4_1"/>
</fieldset>
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<span class="status unanswered" id="status_c919ff8d748940b0a908ec9e5c4a5a9f_4_1" data-tooltip="Not yet answered.">
<span class="sr">unanswered</span><span class="status-icon" aria-hidden="true"/>
</span>
</div>
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<div class="wrapper-problem-response" tabindex="-1" aria-label="Question 4" role="group"><div class="choicegroup capa_inputtype" id="inputtype_c919ff8d748940b0a908ec9e5c4a5a9f_5_1">
<fieldset aria-describedby="status_c919ff8d748940b0a908ec9e5c4a5a9f_5_1">
<legend id="c919ff8d748940b0a908ec9e5c4a5a9f_5_1-legend" class="response-fieldset-legend field-group-hd">In the course of observing one customer, Whole Surplus notices that the customer discards similar amounts of meat and vegetables. Meat has a higher environmental footprint than vegetables, and it also has a higher value. Which of these actions would <b>not</b> make sense in the context of their Customer Discovery process?</legend>
<div class="field">
<input type="radio" name="input_c919ff8d748940b0a908ec9e5c4a5a9f_5_1" id="input_c919ff8d748940b0a908ec9e5c4a5a9f_5_1_choice_0" class="field-input input-radio" value="choice_0"/><label id="c919ff8d748940b0a908ec9e5c4a5a9f_5_1-choice_0-label" for="input_c919ff8d748940b0a908ec9e5c4a5a9f_5_1_choice_0" class="response-label field-label label-inline" aria-describedby="status_c919ff8d748940b0a908ec9e5c4a5a9f_5_1"> Interviewing other current and potential customers to see if their meat disposal is similar.
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</div>
<div class="field">
<input type="radio" name="input_c919ff8d748940b0a908ec9e5c4a5a9f_5_1" id="input_c919ff8d748940b0a908ec9e5c4a5a9f_5_1_choice_1" class="field-input input-radio" value="choice_1"/><label id="c919ff8d748940b0a908ec9e5c4a5a9f_5_1-choice_1-label" for="input_c919ff8d748940b0a908ec9e5c4a5a9f_5_1_choice_1" class="response-label field-label label-inline" aria-describedby="status_c919ff8d748940b0a908ec9e5c4a5a9f_5_1"> Documenting the waste for an international newspaper.
</label>
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<div class="field">
<input type="radio" name="input_c919ff8d748940b0a908ec9e5c4a5a9f_5_1" id="input_c919ff8d748940b0a908ec9e5c4a5a9f_5_1_choice_2" class="field-input input-radio" value="choice_2"/><label id="c919ff8d748940b0a908ec9e5c4a5a9f_5_1-choice_2-label" for="input_c919ff8d748940b0a908ec9e5c4a5a9f_5_1_choice_2" class="response-label field-label label-inline" aria-describedby="status_c919ff8d748940b0a908ec9e5c4a5a9f_5_1"> Adjusting logistics processes and software to help customers more easily handle excess meat.
</label>
</div>
<span id="answer_c919ff8d748940b0a908ec9e5c4a5a9f_5_1"/>
</fieldset>
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<span class="status unanswered" id="status_c919ff8d748940b0a908ec9e5c4a5a9f_5_1" data-tooltip="Not yet answered.">
<span class="sr">unanswered</span><span class="status-icon" aria-hidden="true"/>
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<div class="xblock xblock-public_view xblock-public_view-vertical" data-runtime-version="1" data-usage-id="block-v1:MITx+0.SolveX+2T2021+type@vertical+block@b52c9b858c4145729cbb352ac1d73ba4" data-block-type="vertical" data-graded="False" data-has-score="False" data-course-id="course-v1:MITx+0.SolveX+2T2021" data-runtime-class="LmsRuntime" data-request-token="9c8a512c4c3711ef894f0e6e8f39bb05" data-init="VerticalStudentView">
<h2 class="hd hd-2 unit-title">Case Study 3: WeRobotics</h2>
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<p><img style="float: right;" src="/assets/courseware/v1/acd708a9db631ad1d7517127820a51d6/asset-v1:MITx+0.SolveX+2T2021+type@asset+block/WeRoboticszLogo.png" alt="Pacific Flying Labs Logo " width="249" height="103" />WeRobotics launched in 2016 to equip young people with skills for the 21st century. They facilitate “Flying Labs,” which include trainings relating to drones, robotics, and AI. They have recently shifted one of their drone training programs from Fiji to Papua New Guinea. Moving locations brings with it a new need for Customer Discovery specific to the region. WeRobotics may already know much about their customers around the world, but they can seek out new information about the communities they will work with in Papua New Guinea. Gathering new qualitative and quantitative data can allow them to challenge their assumptions, or perhaps validate the effectiveness of what they were previously offering in Fiji. While this is also related to scale, which we will talk about in Week 5 of our course, consider how an existing social enterprise could approach the process of learning about new customers.</p>
<p><strong>Additional Reading:</strong></p>
<ul>
<li><a href="https://werobotics.org/" target="_blank">WeRobotics's Website</a></li>
<li><a href="https://solve.mit.edu/challenges/youth-skills-the-workforce-of-the-future/solutions/614" target="_blank">WeRobotics's Application to Solve</a></li>
<li><a href="https://www.youtube.com/watch?v=FRNQN9EhkRs" target="_blank">WeRobotics's Video Pitch</a></li>
</ul>
<p><em>Logo ©2018 WeRobotics. All Rights Reserved.</em></p>
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Customer Discovery for WeRobotics
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<div class="problem-progress" id="block-v1:MITx+0.SolveX+2T2021+type@problem+block@d9650854f89d415482b07772f9084e64-problem-progress"></div>
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<div>
<div class="wrapper-problem-response" tabindex="-1" aria-label="Question 1" role="group"><div class="choicegroup capa_inputtype" id="inputtype_d9650854f89d415482b07772f9084e64_2_1">
<fieldset aria-describedby="status_d9650854f89d415482b07772f9084e64_2_1">
<legend id="d9650854f89d415482b07772f9084e64_2_1-legend" class="response-fieldset-legend field-group-hd">Although surveys are often difficult to do well, why could gathering responses to a <em>survey</em> be helpful for WeRobotics in their move to Papua New Guinea?</legend>
<div class="field">
<input type="radio" name="input_d9650854f89d415482b07772f9084e64_2_1" id="input_d9650854f89d415482b07772f9084e64_2_1_choice_0" class="field-input input-radio" value="choice_0"/><label id="d9650854f89d415482b07772f9084e64_2_1-choice_0-label" for="input_d9650854f89d415482b07772f9084e64_2_1_choice_0" class="response-label field-label label-inline" aria-describedby="status_d9650854f89d415482b07772f9084e64_2_1"> Surveys are always reliable and accurate, and they should use quantitative data to validate their assumptions.
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<div class="field">
<input type="radio" name="input_d9650854f89d415482b07772f9084e64_2_1" id="input_d9650854f89d415482b07772f9084e64_2_1_choice_1" class="field-input input-radio" value="choice_1"/><label id="d9650854f89d415482b07772f9084e64_2_1-choice_1-label" for="input_d9650854f89d415482b07772f9084e64_2_1_choice_1" class="response-label field-label label-inline" aria-describedby="status_d9650854f89d415482b07772f9084e64_2_1"> A survey would allow them to continue their Customer Discovery process and gather a lot of data about a new community efficiently.
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<div class="field">
<input type="radio" name="input_d9650854f89d415482b07772f9084e64_2_1" id="input_d9650854f89d415482b07772f9084e64_2_1_choice_2" class="field-input input-radio" value="choice_2"/><label id="d9650854f89d415482b07772f9084e64_2_1-choice_2-label" for="input_d9650854f89d415482b07772f9084e64_2_1_choice_2" class="response-label field-label label-inline" aria-describedby="status_d9650854f89d415482b07772f9084e64_2_1"> Surveys provide qualitative feedback that cannot be learned through other methods of Customer Discovery.
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<span id="answer_d9650854f89d415482b07772f9084e64_2_1"/>
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<span class="status unanswered" id="status_d9650854f89d415482b07772f9084e64_2_1" data-tooltip="Not yet answered.">
<span class="sr">unanswered</span><span class="status-icon" aria-hidden="true"/>
</span>
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<div class="wrapper-problem-response" tabindex="-1" aria-label="Question 2" role="group"><div class="choicegroup capa_inputtype" id="inputtype_d9650854f89d415482b07772f9084e64_3_1">
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<legend id="d9650854f89d415482b07772f9084e64_3_1-legend" class="response-fieldset-legend field-group-hd">Let&#8217;s imagine that WeRobotics had chosen to work with local partners in Papua New Guinea to schedule several focus groups there. What would the benefit(s) be for WeRobotics to partner with others in their Customer Discovery process?</legend>
<div class="field">
<input type="radio" name="input_d9650854f89d415482b07772f9084e64_3_1" id="input_d9650854f89d415482b07772f9084e64_3_1_choice_0" class="field-input input-radio" value="choice_0"/><label id="d9650854f89d415482b07772f9084e64_3_1-choice_0-label" for="input_d9650854f89d415482b07772f9084e64_3_1_choice_0" class="response-label field-label label-inline" aria-describedby="status_d9650854f89d415482b07772f9084e64_3_1"> WeRobotics could gain some buy-in from the community.
</label>
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<input type="radio" name="input_d9650854f89d415482b07772f9084e64_3_1" id="input_d9650854f89d415482b07772f9084e64_3_1_choice_2" class="field-input input-radio" value="choice_2"/><label id="d9650854f89d415482b07772f9084e64_3_1-choice_2-label" for="input_d9650854f89d415482b07772f9084e64_3_1_choice_2" class="response-label field-label label-inline" aria-describedby="status_d9650854f89d415482b07772f9084e64_3_1"> WeRobotics could receive insights from these local partners who have a strong understanding of the community already.
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