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Decoding Customers Lesson

Creative Problem Solving Decoding Customers Lesson Plan


Participants will be able to understand and apply the tools to target the right customer

Total Time: 90 Minutes

Materials Required: Whiteboard

Instructor Note:

In the previous sessions, participants have refined a business idea they are working on. this session will make them think about the target customer. They will understand and practice tools and techniques to create a customer persona in the form of an empathy map. Trainer is requested to read about empathy map and customer persona to guide participants 

Opening Protocol:

  • Greet the participants

  • Take attendance

  • In pairs, ask participants to share with each other how they are feeling

  • Recap the previous session by asking 1-2 participants to share with the class, what they learnt and did in the previous session

5 Minutes

Opening Activity: Guess the Customer

Write a list of different types of products and services on the board and let participants guess who are the possible customers for it. Some possible products/services:

  • Pedigree

  • Everest Masala


  • Monopoly Board Game

  • Gillette Razor

  • Mc. Donald’s Burger

Ask questions so that learners are able to answer the following about the customers they have guessed – Gender, Age, Spending Power, Location, Occupation, Marital Status etc. Tell them the difference between a customer and user.

10 Minutes

Concept Discussion

  • Divide the class in 4 groups and ask them to open their hanbooks

  • Give 10 minutes to each group to read and understand the following topics:-

  • What do you need to learn about your customers? 

  • Empathy map

  • Design thinking

  • Conducting surveys or interviews for understanding customer

  • After 10 minutes, randomly ask group members to share their learnings

  • Involve everyone in the discussion to ensure that all the participants understand all the concepts

20 Minutes

Activity 2: Mock Survey and Empathy Mapping

  • Tell learners that they will be doing a mock customer survey with each other to test the business idea they had come up with their groups in the previous session

  • Ask them to sit in pairs in a way that they are not sitting with the members of their group

  • Each partner will get 5 minutes each to interview the other person using the questions from the handbook

  • After 10 minutes are over, ask everyone to create an empathy map in their handbooks using the steps mentioned there. Give them 10 minutes for this

  • Roam around when students are doing this activity to ensure that they are doing the empathy mapping correctly

  • Spend 5 minutes to discuss one example by asking 1 pair to come in front

25 minutes

Project Time:

  • Tell participants to sit with business idea groups

  • Tell them that now they have to make a plan to find the right customer for the business idea they are working on

  • Ask them to create a list of questions for the survey and decide a list of people they know for the survey. Give them 10 minutes to do that

  • After 10 minutes, ask all the groups to present their survey questions to another group. This way all the groups will check each other’s questions

  • Ensure that all the groups have taken feedback from another group

  • Trainer can roam around and share his/her suggestions

20 Minutes

Closing Activity:

Close the session by asking the groups about their plans for doing customer surveys. Motivate them to learn the most while doing this exercise

5 Minutes

Closing Protocol:

  • Thank the participants for their time

  • Announce the next time you will be visiting them

  • Share the topic of the next session

  • Collect 1-2 most interesting activity sheets/artefacts from students and show to Nodal officer and institution head after session

  • Click pictures of the artefacts for documentation

5 Minutes