Many companies don’t validate their assumptions properly, do you? 😨
Validating assumptions correctly using customer conversations is not exactly a walk in the park.
Many companies smart enough to start validating assumptions often still run into certain errors that make their data worthless.
‘The Mom Test’ by Rob Fitzpatrick gives you some tools to effectively conduct customer conversations:
- Talk about your interviewee’s day politely rather than your idea.
- Ask about specific past events rather than opinions or generalities of the future.
- Talk less and listen more.
- Avoid generic claims, such as “normally,” “I would,” “I want,” “I try,” etc.
- Ask about when something last happened, what problem they encountered in the process, and what they tried to solve that problem.
- When it comes to features of your product or service try to discover the underlying need for it. For example, ask “why do you want that?”, “how would you do without that feature?”, “how would you use that feature through your day?”
- Your product is generally not the risk, virtually anything can be built. The risk is in the market and your product, do customers want your product? Are they willing to pay (that much) for it? Are there enough customers?
- Segment your (potential) customers based on how much a type of customer would like your product, for what problem this type of customer uses your product, what is the motivation for using your product and what is the underlying need of that motivation.
What do you think is the most important rule in validating assumptions using customer interviews? 💬
Link: https://www.linkedin.com/posts/gustdebacker_mom-growth-marketing-activity-7008313561433133056-NgSs/
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