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Growth in the Era of Fintech: What kitchen mops can teach you

To grow you need novel – new and valuable – products that your customers want. How do you discover this? People normally get this wrong.

How is big data going to help you with your new product idea? 

Spoiler alert:
It wont

‘Big data’ is great when there’s a lot of data based on what’s already happened, but what are you supposed to do when there’s very little evidence from which to develop your next product?

Often, companies will turn to their customers to ask them what they want. In too many cases, the response is a ‘faster horse’ (or some variation). The problem is how to understand what your customers actually want – without asking them.

In this fast-paced, interactive session, Johann van Tonder explores what established and start up companies living in the era of Fintech can learn from the development of the humble kitchen mop.

Using a case study approach to learning, Johann will lead a Masterclass session on how to solve this one problem:

How to do customer research. Properly.

In this practical 60-minute session, using discussion and group exercises, you’ll learn

  • What customers say is different to how they behave 
  • You don’t know it’s a bad idea until you have tried it
  • Testing an idea will teach you more in one day than spending a year thinking about it

By the end of the session you’ll be able to set up and conduct one of the most powerful, yet underrated, insights generation exercises. You’ll know what to do as well as what common mistakes to avoid. You’ll have enough practical experience to do it yourself with confidence.


Event details

This Masterclass session runs on Thursday 27th May between 3pm and 4pm BST, and to ensure you get the best learning experience, numbers are limited to 15 participants.

Recordings will be available for those who find themselves unable to attend at short notice.

Fee: £45+VAT per person (worth £425)

Attendees will also receive 

  • A copy of Jim Kalbach’s “The Jobs To Be Done Playbook: Align Your Markets, Organization, and Strategy Around Customer Needs” (worth £18.55) 
  • A copy of “Ecommerce Website Optimization – Why 95% of your website visitors don’t buy and what you can do about it’ (worth £16.99)

Recent reviews

“It was a pleasure hosting Johann Van Tonder from AWA digital for an incredibly inspiring session on Testing & Experimentation“.  Read full review here.

– Satya Upadhyaya – VP – Campaign Optimisation, Marketing Capability & Change at Citi, Australia

“We recently had the privilege to expose our development team and business leadership to Johann in a workshop where he guided us in generating customer insights. His knowledge and practical experience are excellent and the way in which he “makes sense” of customer data is world class.”

– Con Bruce, Executive Director, Cortex AI Group

“I can easily say you are one of the best teachers I’ve ever had. I truly understood the value of what I learned in your class when the COO was impressed (with my presentation) and told me that experienced professionals struggle with that (deep understanding of customer needs). Not only are you an amazing teacher, but your energy is polarizing.”

– P. Owei, The University of Southern California

“Since day one you’ve been quite possibly one of the best teachers I’ve ever had. Your energy goes unmatched in the classroom and you’re incredibly fun to listen to.”

– N. Lurie, Santa Clara University

About your trainer

Johann is author of ‘Ecommerce Website Optimization’ – now in its second edition and published in multiple languages. When he leveraged customer research at a struggling online wine retailer, sales increased 300% within the first 6 months. As COO of AWA, he ensures that our best-in-class research methods deliver actionable insights. Johann is an experienced trainer. Not only has he coached corporate teams around the world, but has taught these concepts to students from Harvard, Stanford, UVA and other universities.

Interested in turning experimentation and testing into an advantage for your entire business?