Once you have made a hypothesis regarding your customer segment and value proposition, you need to gather insight to validate your hypothesis by designing questions or experiments to take to potential customers.
If you are designing questions, it is important to avoid questions that will influence the customer’s response. In other words, avoid leading questions or questions that ask for an opinion. For example, you would NOT want to say, “Would you pay for X?” Rather ask, “When was the last time you paid for X?”
The second question is far less subjective and leading. Remember that you are not trying to get recognition for your idea. Rather you are trying to gain a deeper understanding of your customer segment by collecting evidence.
This evidence will then determine if your hypothesis is correct or if you need to pivot. You can ask your questions either in person, face to face, or even over the phone. However, while you can use questions to validate and test your value proposition, the best tests involve actual experiments with a call to action to see how a customer will actually respond to your value proposition.
For example, you could use a fake three-page website. The first page is a long form sales page that lists everything the customer needs to know to buy your product. The second page collects the buyer payment information. Finally, the last page says something like “out of stock” and “check back later.”
Experiments that closely mimic what you want the customer segment to do will provide the best evidence that you are on track.
Do you validate your value proposition by testing your customer segments?
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