Masterclass: Understanding customers to build winning innovations

Many food innovations fail for one simple reason: they're built on assumptions rather than real insights. In this session, international researcher and keynote speaker Print Bosma see how to prevent that pitfall — and how to translate a deep understanding of your target group into a stronger product, a sharper value proposition and a more compelling business case.

What does this session give you?
This is not a theoretical lecture. You'll go home with practical frameworks and practical examples that you can apply directly to your own business. Among other things, you will learn:

• How to identify real, unmet needs (not the ones that only sound good in a pitch deck)
• How to test the key assumptions behind your innovation before they cost you time and money
• How to translate customer insights into product features, positioning and communication
• How to avoid common pitfalls, such as socially desirable answers, echo chambers and “research as confirmation”

Who is this session for?
Whether you work B2C or B2B: insight into your target group is crucial. This session is therefore relevant to:

• Food and agri entrepreneurs and start-ups
• Innovators working on sustainable or healthy food solutions
• Founders who are preparing for market introduction, scaling up or repositioning
• Professionals who want to make an impact and build a viable company

About the Speaker
Print Bosma is founder of the Future of Food Institute and an internationally recognized expert on consumer behavior within the food system. He is a popular speaker at universities, in innovation programs and at industry events in Europe and beyond.

supplemental
‍Are you looking for investors for your start-up or scale-up? Then you are more than welcome to participate in the launch of the Makeitinthevalley.nl‑website and investors to meet. Start at 4:00 p.m. bee Ede Testing Ground.

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