Public Sector, Membership & Economic Development Innovation Training Case Studies

Customer Discovery in a Day, Not a Quarter - Bangkok, Thailand

Most people say they “know their customer”. Then you listen to their questions and realise they do not. They ask leading questions, get polite answers, and call it insight. AmCham wanted to fix that for their members.

In Bangkok, we ran a one-day customer discovery session for a mixed group of leaders, from global brands to entrepreneurs, all looking to grow and operate more effectively with the USA. The goal was practical. Teach them how to run real customer discovery, not just talk about it.

We trained members in interviewing techniques and question frameworks, then made it stick through live practice and feedback. That combination is the difference between a motivational workshop and an actual capability shift. People left knowing what good looks like and how to get there.

The outcome was simple and valuable. Members felt confident to run real customer interviews immediately, and the quality of their discovery improved because they were asking better questions and getting more actionable insight.

Transform your team

Our unique "Know-The-Customer" (KTC) programme that embeds consumer psychology, advanced interviewing and insights decoding skills throughout your next sprint or project, so your team produces decision-grade customer evidence leaders can align around.

If you’re trying to level up a team, this is your next step.