The overall objective within this step is to get a more rounded and granular appreciation of the problem. As has been said countless times by many others, forget solution, focus and understand the problem. What has been said far less is the need for you to get your own bearings before you “get out of the building”.

Your idea is a composite of assumptions. You have stated what you assume to be the problem. You have stated whom you assume to be afflicted by the problem, the target audience. So, you need to find out, is this problem real, does it tick the required boxes, and who is afflicted by it. There could be audiences who are, to name but a few things:

- More affected by the problem
- Not catered or not adequately catered for
- More easier to find, or at least easier to find using certain channels
- More vocal or more talked about

So, you’ll look into the problem using the internet. There is a time to implement Customer Discovery; after Problem Research. Focus on the problem, and whoever the audiences are, take note of them.