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CASE FILE #004

Discovery Check-In

Gathering Evidence & Sharpening Your Lens

BUS 399: Entrepreneurship Capstone

Wed Jan 28, 2026 | Week 3, Day 1

CONFIDENTIAL - VENTURE ZONE INVESTIGATIONS

🔍 Today's Investigation

AGENDA // JAN 28 2026
  • Quick Check-In - Where is each team?
  • Feedback Patterns - What strong discovery looks like
  • Interpretation Primer - From data to insights
  • Work Time - Individual team feedback
CASE STATUS: ACTIVE

📅 Schedule Update

Monday's class was canceled

Discovery Synthesis I didn't happen as planned. We're acknowledging the compressed timeline.

The Friday Deadline Still Holds

Evidence Pack due Friday, January 30.

Yes, it's tight. That's intentional - urgency sharpens focus.

Today: Light theory, heavy feedback + work time.

SCHEDULE ADJUSTMENT

💡 Pulse Check

Quick Standup

Each team: 30 seconds

REPORT STATUS
  • How many interviews/observations completed?
  • What's your biggest challenge right now?
  • What do you need to hit Friday's deadline?

Be honest. No judgment - we're here to help.

TEAM STATUS

🏆 What Strong Discovery Looks Like

Good Evidence:

  • Rich stories with specific details
  • Direct quotes captured
  • Observed behaviors (not just claims)
  • Emotional context noted
  • Surprises & contradictions

Signs You're On Track:

  • You learned something unexpected
  • Your assumptions were challenged
  • You have follow-up questions
  • Patterns are starting to emerge
EVIDENCE QUALITY

⚠ Common Pitfalls

What to Avoid:

Pitching

"What if there was an app that..." is selling, not learning.

Leading Questions

"Don't you hate when..." plants answers.

Shallow Conversations

Surface opinions without "why" or "tell me more."

Confirmation Seeking

Only talking to people who agree with you.

HAZARD WARNINGS

📈 The Evidence Hierarchy

Not all evidence is created equal:

1
Direct Quotes - "I spent 3 hours last week just trying to..."
2
Observed Behaviors - They had 47 tabs open, switching constantly
3
Stated Opinions - "I think it would be nice if..."
4
Hypotheticals - "I would probably use it if..."

Always push for higher-quality evidence.

EVIDENCE QUALITY

📅 Friday Deadline

Due: Friday, January 30

  • Fieldwork Evidence Pack
  • Venture Log

Specs: deliverables.html#fieldwork

FRIDAY DEADLINE

🔍 What is Interpretation?

Moving From Raw Data to Actionable Insights

Interpretation is the bridge between what you observed and what you decide to do.

Raw Data:

Notes, quotes, observations - the messy reality of what people said and did.

Insights:

Patterns, needs, opportunities - the meaningful signals hidden in the noise.

INTERPRETATION BASICS

🔬 The Interpretation Pipeline

Observations

What you saw/heard

→

Patterns

Recurring themes

→

Insights

Deeper meaning

→

Opportunities

What to build

"The goal is not to prove you're right - it's to discover what's true."
INTERPRETATION PIPELINE

⚠ Needs vs. Solutions

The Critical Distinction

Don't jump to solutions before understanding needs.

Solution Jumping:

"They need an app that..."

"We should build a feature that..."

You're guessing at implementation.

Need Focus:

"They need to feel confident that..."

"They need a way to quickly..."

You're understanding the problem.

Many solutions can address one need. Lock in the need first.

NEEDS BEFORE SOLUTIONS

📋 Affinity Mapping Preview

What It Is

A structured way to organize raw data into meaningful clusters.

HOW IT WORKS
  1. Write each observation/quote on a sticky note
  2. Group similar notes together (bottom-up)
  3. Name each cluster with an insight statement
  4. Look for higher-level themes across clusters

Next week: You'll do this with your full data set. Today, focus on gathering more evidence.

COMING NEXT WEEK

📜 Evidence Standards

What counts as good evidence for decisions?

Strong Evidence:

  • Multiple sources saying similar things
  • Behaviors that match stated beliefs
  • Emotional intensity (frustration, excitement)
  • Money/time already spent on workarounds

Weak Evidence:

  • One person's opinion
  • Hypothetical future behavior
  • Polite agreement without enthusiasm
  • Your own assumptions (unvalidated)
EVIDENCE STANDARDS

🎯 Today's Mission

Work Time Focus

Review your notes. Identify gaps. Plan remaining interviews.

YOUR TASKS
  • Compile all notes/recordings from fieldwork so far
  • Identify: What's strong? What's thin?
  • List: Who else do you need to talk to?
  • Schedule: When will you conduct remaining interviews?
WORK TIME

🛠 Work Time

Team Work Session

I'll come around to each team for individual feedback.

While You Wait:

  • Review and organize your notes
  • Discuss patterns you're seeing
  • Plan your remaining fieldwork
  • Prepare questions for me

When I Visit:

  • Show me your best evidence
  • Tell me what's challenging
  • Ask for specific guidance
TEAM FEEDBACK

📖 Prep for Next Wednesday

Your Music & People

Sections 8-11: TARGET → MINDSET

As You Read, Consider:

  • How does "targeting" apply to your customer discovery?
  • What mindset shifts might help your fieldwork?
  • Bring 1-2 passages that connect to your venture
READING PREP

📖 Reading Reflection

Your Music and People (YM&P)

Sections 6-7: RESOURCEFUL & DESCRIBE

RESOURCEFUL:

How do you find creative ways around obstacles?

Connection: Getting interviews when people are busy

DESCRIBE:

The power of observation without judgment.

Connection: Capturing evidence accurately

Quick discussion: How did these concepts show up in your fieldwork?

READING DISCUSSION

📋 This Week's Priorities

MISSION CRITICAL
  • Complete remaining interviews - hit your 8 interview target
  • Document everything within 24 hours
  • Look for patterns as you go
  • Friday: Fieldwork Evidence Pack + Venture Log

Remember: We're behind by one class. Intensity is intentional. You've got this.

PRIORITIES

❓ Questions?

The investigation continues.
What do you need to know?

After questions: Work time begins.

I'll visit each team for individual feedback.

CASE #004 - ACTIVE