Iain is 100% focused on applying the latest customer and user needs research to support the development of innovative new products and services. He has over 15 years of experience in user research, market research, and product development and has spent the last 6 years mastering systematic research method including Jobs-To-Be-Done (JTBD) and customer outcome-based thinking to help product teams build products using truly customer-centric qualitative and quantitative data.

 

He co-founded Disruptive Lemonade in 2012 and has since had the privilege of working with product managers, marketers, and agile product teams from a diverse range of globally recognised brands such as Jaguar Land Rover, Rolls Royce, Dura Automotive Systems, Just Eat, and disruptive startups like Fintech startup B-Social.

 

He travels globally on behalf of the University of Warwick to talk about user research using ‘JTBD’ theory' and its relationship to understanding ‘Disruptive Innovation’ opportunities. Recently, he co-authored ‘Entrepreneurship In Emerging Economies’, where he addresses how customer-centricity and JTBD user research are at the heart of enterprise and product design. He highlights how JTBD's customer-centric approach can be used to overcome the trappings of product-based thinking and confirmation bias.

 

He has learned about how to prepare teams properly to establish a customer-centric mindset and to help his clients routinely set-up the right attitudes, behaviors, and knowledge to be successful, and how to focus on what is most important, pinpointing the most attractive value gaps in the market.