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The Customer Validation Phase
In the Validation Phase, you'll aim to build an impartial, unbiased view of your customers' opinions. The goal is to build off of the secondary information you found during the Research Phase in order to gather information that is more specific to your particular idea.
Primary Research
This section of the guide focuses on primary research: Primary research is research that goes directly to the source, by getting information directly from the person, people, or business that you're interested in. This type of research is best for questions that can't be answered with already published information (secondary research). In this guide you'll find resources to help you conduct primary research, such as surveys, interviews, or focus groups.
Conducting Your Own Market Research
In order to validate your unique idea, you'll need to conduct some of your own market research. The below resources provide information on research methods and strategies.
- Government of Canada: Conducting Market ResearchThe Government of Canada provides resources on how to conduct market research.
- Market Research Foundations: Primary and secondary researchThis LinkedIn Learning course discusses key elements of market research. LinkedIn Learning is accessible to current Waterloo users.
Research with Indigenous Peoples
If you are researching First Nations, Inuit, and/or Metis individuals or communities, these resources outline best practices to follow to ensure you are being respectful in your research efforts. In an ethical research process, the motto "Nothing About Us Without Us" reminds us that the data collected about Indigenous Peoples belongs to those Indigenous Peoples, and that research being conducted must be done hand-in-hand with that community.
- The First Nations Information Governance CentreOur data. Our stories. Our future. The First Nations principles of ownership, control, access, and possession – more commonly known as OCAP® – assert that First Nations have control over data collection processes, and that they own and control how this information can be used.
- Global Indigenous Data Alliance (GIDA)The CARE Principles for Indigenous Data Governance are people and purpose-oriented, reflecting the crucial role of data in advancing Indigenous innovation and self-determination. These principles complement the existing FAIR principles encouraging open and other data movements to consider both people and purpose in their advocacy and pursuits.
- Indigenous Terminology Guide (PDF)Created by UWaterloo. Please refer to the Indigenous Terminology Guide for terminology and background information.
Books
- Talking to Humans byISBN: 9780990800927Publication Date: 2014-09-24Talking to Humans is a practical guide to the qualitative side of customer development, an indispensable skill for vetting and improving any new startup or innovation.
Campus Resources
There are many supports around Waterloo campus who can help you get started conducting your own research. Here are some suggestions:
- Conrad School - Enterprise Co-opRun out of the Conrad School of Entrepreneurship and Business, the Enterprise Co-op program allows students to take a co-op term to test out their venture idea.
- Professors and Researchers across campusSearch for professors and researchers at Waterloo who are working in your area of interest. Connect with them to see if they have research suggestions.
- Statistical Consulting and Survey Research UnitTake a look at the services available from the Statistical Consulting and Survey Research Unit.
- Velocity - Cornerstone ProgramVelocity is Waterloo's start up Incubator. They also run programs on campus for students at different phases of their entrepreneurial journey. At this phase, you might be interested in the Cornerstone program. Talk to a Velocity team member to learn more.