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Workshop: Market Requirements Discovery

Most companies are good at developing valuable solutions, but they are not good at discovering real customer pain and unmet needs. This workshop teaches the best techniques for collecting rich data on customer unmet needs and processing those data into robust and prioritized market requirement definitions.

How do technology companies achieve high growth and profit? By providing very high-value solutions for unmet or poorly-met customer needs. Many companies are excellent at developing and delivering solution; however, very few are even adequate at discovering the unmet needs.

TechZecs LLC has a proven and robust process for collecting customer requirements called Market Requirements Discovery. This process is tuned for the needs of high-tech systems groups (hardware, software and services) and takes advantage of the best practices in the world for discovering and prioritizing customer requirements.

Our one-day workshop provides an overview of this process. It is designed for professionals who call upon customers to develop relationships and learn about customer needs, including sales managers, inbound marketing professionals and executives.

Workshop Outline:

  • Defining a Mission
  • Planning the Discovery Process
  • Rational Customer Segmentation
  • The Interview Guide
  • Effective Interviewing and Note Taking Techniques
  • Analyzing the Interview Data – Defining Requirements
  • Requirements Mapping
  • Competitive Analysis
  • Survey Techniques – Requirements Prioritization
  • The Market Requirements Document
  • Next Steps – Building a Value Proposition

Benefits to Attendees:

  • A prioritized list and relationship Map of the most important Market Requirements
  • Comparison of your solutions with your competitors in meeting these requirements
  • A much more complete team understanding of the customer’s environment and challenges
  • A clear direction for product development and marketing messages


The participants will learn new ways of thinking about how to find unmet customer needs and how to develop valuable solutions. They will also learn practical skills for interviewing, note taking and requirements definition.


The workshop is open to a class size of 8 to 25 people.

Corporate Headquarters:

TechZecs, LLC
1730 Kearny Street,
Suite F-3
San Francisco,  California
94133 USA

Principal and Founder

Dr. Scott S. Elliott
Telephone: +1.415.830.5520

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