Customer discovery is the process of learning about potential customers, their problems, current alternatives and decision-making behaviour before making major product or business investments.
First-time founders should begin with a specific hypothesis about the customer and problem. Prepare open-ended questions about past experiences, current workarounds, costs and frustrations. Ask people to describe what they actually do rather than whether they like an untested idea.
Interview a range of relevant people and look for patterns. One conversation can provide insight, but it rarely establishes market demand by itself. Document recurring problems, conflicting evidence and questions that remain unanswered.
Use what you learn to refine the target customer, product concept and next experiment. If evidence contradicts the original idea, changing direction is a strength—not a failure.