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Building With Buyers

224 - How To Practice Whole-Person Customer Research (Ivan Barajas Vargas, Co-Founder & CEO at Muuktest)

Mar 19, 2025
25:14

Ivan Barajas Vargas is Co-Founder and CEO at Muuktest, world-class QA 100% done-for-you. Seed funded.


Here’s what we cover:

  • What is Service-as-a-Software;

  • How do you incorporate customer research at Muuktest;

  • The Mom Test;

  • What are some of your goals with customer research;

  • What questions are you asking;

  • How are you using research insights;

  • Do you ask customers where do they learn and hang out;

  • Why understanding “whole-person” with your research is important and goes beyond just your product;

  • Why is customer research important;

  • What are your challenges with customer research;

  • There are so many voices, who should you listen to when you do this research.


  • Ivan on LinkedIn: www.linkedin.com/in/ivanbarajasvargas

    Muuktest: ⁠⁠⁠muuktest.com


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    Music by my talented daughter.


    Anna on LinkedIn: ⁠⁠⁠⁠www.linkedin.com/in/annafurmanov⁠⁠⁠⁠

    Website: ⁠⁠⁠⁠furmanovmarketing.com

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