Take the guess work out of building great products

Get customers to reveal exactly what they need so you build winning, money-making products from the beginning (instead of spending money and time launching products that fail).

Sara Sodine Parr
with Sara Sodine Parr
Join the waitlist to be notified of upcoming cohorts.

A two-week intimate live course with Sara Parr, Lead Researcher for Airbnb. 

I’ve worked at some of the most valuable and fastest growing companies in the world. 


I’ve also been part of startups that were just getting by. 


And I’ve seen some that failed. 


You want to know the difference between the ones that succeeded and the ones that failed? Building for customers' needs.

Build The Right Thing is a hands-on course for people who want to build products customers love. You'll learn how to interview your customers to uncover game-changing insights and spot winning product opportunities.

You’ll learn research strategies, tactics, and frameworks I've learned from helping build small startups to multi-billion dollar companies.

But you won't just learn...you'll do. You'll plan strategic customer interviews for your product to get to the core of what your customers need. And you'll get hands-on workshopping and feedback from me.

You'll leave this course with customer research frameworks to discover new opportunities, improve your decision making, and build a product people want to buy. You’ll make faster and better decisions once you understand what your customers need.

Whether you’re a on a team with a customer base or a founder starting from scratch, if you want to get clarity on what your customers need and take the guesswork out of product building, this is for you.

Who this course is for

Product Managers & Founders

You’re responsible for building a successful product and want to stop wasting resources on products that flop. Learn how to discovery and test ideas before investing time in them.


You’re responsible for user experience and know it starts with understanding users' needs. Learn how to get clarity on user stories and test your designs before they launch.


You're responsible for communicating your product to customers and want to speak to their needs. Forget vague customer personas and learn what real people need.

Meet your instructor

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Sara Sodine Parr

Hi, I’m Sara!  I've worked at small startups to big companies like Facebook and Airbnb where I’ve helped teams discover their customers’ needs and unlock the secret to product success. 

This course is based on my time interviewing hundreds of customers to design thousands of product features.

You'll learn the tactics billion dollar companies use to understand their customers and design lovable, lucrative products. 

I want to save you time, money, and most of all, heartache by helping you Build The Right Thing!

What the experts are saying

When we buy a new business, it’s important to get to know our new customer base. Sara taught us frameworks to simplify this process and get the insights we need.”

Sieva Kozinsky
CEO, Enduring Ventures

If you want to understand your customers’ behavior, I wouldn’t hesitate to take this course. Sara does a great job distilling her knowledge into actionable tactics.

Cathryn Lavery
Founder & CEO, BestSelf Co

Sara’s research expertise was essential in helping our team build complex business tools for an industry we weren’t familiar with. Her approach to testing ideas and designs clarified what we should build and how the user experience should be designed. If you’re a designer who cares about building the best product for your users, work with Sara!

Cynthia Chen
Product Designer, Stripe

Sara brings vast expertise in tackling complex problems and deducing the customer insights you need to guide the product development process. She's an excellent teacher and will help you grow from basic customer interviews to deep understanding and insights.

Joao Reis
Director of Product, Nubank

Knowing your customer is essential to marketing, and talking to your customers is one of the best ways to get to know them. Sara’s course will make this practice less intimidating and unlock your ability to understand your customers on a deeper level.

Roman Khan
CMO, Raycon

Too often founders don’t know how to ask the right questions to get the answers we need to build the best products. Sara will make it easy for you to build that connection with your users. You’ll find it much easier to discover what your users need and prioritize the right features to build.

Emma Waldron
Founder & CEO, WiLDE

Understanding your customers is key to great product management. Sara is an extremely talented researcher who knows how to translate her skills to PMs at any level.

Dan Li
Product Manager, Faire

Sara is a master at getting user insights and instilling them into the design process. She helped transform our designs into a better experience for our users.

Jenn Kamas
Product Designer, Airbnb

Topics we'll cover

See Curriculum
  • When to interview customers to get the best ROI
  • What questions to ask to get the truth from your customers
  • Common mistakes to avoid that give you false data
  • Distilling interviews into actionable insights
  • Making insights-driven product decisions
  • Simple execution to get valuable insights within a week

After this course, you will have the strategies and frameworks you need to tap into your customer base and build a product they love.

Learn with a comprehensive curriculum

The right time for discovery

When does it make most sense to do customer research? Knowing when to talk to your customers is more important than knowing how to do it. You’ll learn when it’s most valuable to talk to your customers and inject product development with customer insights.

Asking insightful questions

Asking your customers bad questions will lead to dishonest or unhelpful answers. You’ll learn how to go beyond “Would you use this?” and ask questions  to get concrete, actionable insights on your customers.

Interview delivery

We’re conditioned to sell and perform. But conducting an interview is completely different from a sales call, team meeting, or presentation. You’ll learn how to conduct an interview to make your customers comfortable and open.

Distilling conversations into insights

Customers say a lot in a 30-minute interview. You’ll learn how to cut through the noise and take away actionable insights. 

Cohort-based Courses

A New Type of Online Course

  • Active Learning, not Passive Watching

    You’ll actively brainstorm and plan customer research for your product, business or idea

  • Learn with a Cohort of Peers

    You’ll learn with other customer-driven builders and support each other throughout the process

  • Accountability and Feedback

    You’ll share your work get feedback from Sara

Be the first to know when the next cohort launches

Join the waitlist to be notified of upcoming cohorts.

Frequently Asked Questions

I am super busy. Do I have time to take this course?

Yes, this course was designed to teach research tactics to busy professionals. Over the course of two weeks, we will meet for four 2-hour live lessons. Lessons are on Mondays and Wednesdays at 4pm PST/7pm EST. Live lessons are recorded for anyone who misses them.

Will you teach live lessons?

Yes, I will teach four live lessons. Plus, I will hold office hours and we'll engage in a Slack community.

Do I need to attend every session live?

You’ll get the most out of the course if you attend the sessions live. We’ll spend a lot of time workshopping and giving feedback. But if you need to miss some, all classes are recorded and can be accessed at any time. 

Who is this course for?

This course is for anyone who builds products for humans. This includes product managers, designers, founders, and more. This course is NOT for professional researchers or people looking to become a professional researcher.

My team's moving quickly. Do we have time for customer research? 

It’s relatively quick to talk to customers if you know what to ask. More importantly, if you craft the right customer research, it saves you time and money in the long run. Building a product takes significantly more time than talking to a handful of customers.

Why are you teaching customer interviews?

1-on-1 interviews are the best method for teams to discover new ideas and evaluate ideas with target customers. It allows you to dive deep into people’s beliefs and behaviors.