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An integral part of validation is to find the right questions. This means that you need to figure out how you can squeeze the right information out of potential customers.

What does this mean?

There are many ways to talk to your customers and you need to decide what works best in your case. Usually giving the customer a practical demonstration is a better indicator than a formal “would you like to buy / try this”.

You need to give the customer a solution to a problem and then the customer can evaluate it. You don’t necessarily need a prototype of the product, you just need to offer a solution / answer to the customer.

Read the Steve Blank blog post about what students wanted to test and what the customers’ need was. 

Remember: People sometimes lie when asked directly

Try to get some real interaction or behaviour with customers i.e. a demo product or service they can try. If the product requires them to change their habits or they feel social pressure while answering they are more prone to lie. Think for example:

  • Would you like to buy healthy food?
    • How many says no?
    • How many go to McDonald’s to buy a burger?
  • Are you concerned about the climate change?
    • How many says no?
    • Why people still buy big cars?
    • Why the airline travel is increasing all the time?


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