Validation Testing

Goals

To obtain a list of 20 new idea/product validation methods to use with real users, as well as a step by step process of how to do it and key metrics to look for, in order to determine the best way to validate a new idea.

Early Findings

  • Some possible methods for validating a new product idea are online research, online feedback groups, interview the target market, create a prototype, and sell before building.
  • Mozilla provided several methods of validating an idea including a participatory workshop, physical pitching survey, A/B testing, online survey, and landing page test.
  • A Better Lemonade Stand also provided a list of validation methods: research keyword volume, order and sell samples, launch a crowdfunding campaign (the same as sell before building above), build a landing page, offer pre-orders, check Google trends, determine geographic relevance, observe social chatter, conduct competitor research, open a test store, review case studies, consult forums, run ads, build an audience, and consult influencers.
  • Some additional ideas from Plug and Play are an explainer video, writing guest posts for large blogs, online groups and forums, creating content for social media, and writing a column for a publication.
  • Wizard of Oz validation testing is when a prototype that "act like" a future product is created so potential consumers can interact with it.
  • Based on the ideas uncovered, the following seem to allow for direct feedback from users: online feedback groups, interview the target market, crowdfunding, participatory workshop, physical pitching survey, A/B testing, online survey, landing page test, order and sell samples, take pre-orders, open a test store, run ads, consult influencers, explainer video, Wizard of Oz, create content for social media, research keyword volume, check Google trends, build and test a prototype, and observe social chatter.

ONLINE FOCUS GROUPS

  • Groups are usually about 7-10 people who do not know each other, but represent the specific target demographic an idea/product is trying to reach. The small sample size means that the results obtained are qualitative.
  • Fortune 500 companies spend about 70% of their marketing dollars on focus groups.
  • The main steps involved are planning the group, finding participants, developing questions, and analyzing the results.

Proposed next steps:

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