Customer discovery and market analysis are fundamental academic research activities that ensure technology development transcends the lab and addresses real-world needs, ultimately maximizing societal impact. By directly engaging potential users and thoroughly investigating the market landscape, researchers gain crucial insights into genuine problems, desired solutions, and competitive dynamics. The speaker, Oriol Garcés Bonet from TOP BRANDS consultancy, shared insights on applying Lean Startup methodologies in research projects, stressing the importance of identifying stakeholders, prioritizing customer interactions, and conducting thorough competitor analysis.

Mr. Garcés emphasized the crucial role of customer discovery and market validation in technology transfer, particularly for researchers aiming to bring their innovations to market. It highlighted the need to move beyond a "technology push" approach to a "market pull" strategy, focusing on understanding customer needs and validating assumptions.

During the webinar presentation, Mr. Garcés outlined a step-by-step process for stakeholder mapping, prioritizing interviews, and formulating practical questions to gather valuable feedback, ultimately guiding researchers in developing viable products or spin-offs.