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Validation
Experiments
 Introduction

Experimentation is the best way to gather insights from your future

customers. It helps you validate how desirable your product/service is,
how profitable it can be, and how viable it is for you to build—all that
without investing too much money, resources or time.
We often receive the question: what type of experiment should I use to
validate my hypothesis?

There are many types of experiments, and the challenge lies within
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picking the right one that fits your purpose. To help innovators, innovation
teams, and entrepreneurs choose the more suitable experiment to
validate their hypothesis, we’ve created a guide with +30 validation
experiments. It covers experiments from the problem fit stage to the
product/market fit stage.
 Different stages of the concept you're trying to validate:

Problem-fit:
You have a genius idea. Probably that idea will come to you in the form of
a product/service. During Problem-fit, we’re actually going to check if your
idea is solving a problem or need of your target audience. Next to that, we’re
going to look at market size and if it makes financial sense to solve this
problem.

Solution-fit:
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Now that we have problem-fit, we need to focus on what solution we’re

going to create that will solve this problem. We need to test desirability of
our solution, feasibility and viability.

Product/Market fit:
Now that you have successfully identified your target customer and served
them with the right product, the next step is to scale by finding more
customers within the target market through experimentation
 Different types of hypotheses.

By this point, you should have translated the assumptions underlying your
idea into clear hypotheses that you can test.
There are different types of hypotheses.
Feasible Desirable
Desirable: Do people want this?
A hypothesis about desirability helps you understand if there is a market
need or desire for your product.
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Viable: Should we do this?

Viability hypotheses help to understand how profitable and sustainable
Viable
your idea or business model is.

Feasible: Can we build this?

Feasibility hypotheses help validate if you have the capabilities and
resources to create, manage and scale the idea.
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Selecting the
right experiment
To reduce risk and spend less time, energy and money in ideas that
won’t work
 Experiments overview

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 Stage 1
Problem-fit
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 Customer
Interview: Tips & Tools
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Evidence strength Data type Type of hypotheses Perfect to test

Cost
Qualitative Desirability Market

Speed
 Discover
survey:
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Tips & Tools

Evidence strength Data type Type of hypotheses Perfect to test

Cost
Market
Quantitative
Viability Pricing
Speed
 Social
ad
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Tips & Tools

Evidence strength Data type Type of hypotheses Perfect to test

Cost
Desirability Market
Quantitative Value proposition
Viability
Speed
 Flyer/
brochure
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Tips & Tools

Evidence strength Data type Type of hypotheses Perfect to test

Cost
Desirability Market
Quantitative Value proposition
Viability
Speed
 Fake door
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Tips & Tools

Evidence strength Data type Type of hypotheses Perfect to test

Cost
Desirability Market
Quantitative Value proposition
Viability
Speed
 Keyword
analysis
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Tips & Tools

Cost Evidence strength Data type Type of hypotheses Perfect to test

Desirability Market
Quantitative Value proposition
Viability
Speed
 Expert
fly-in
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Tips & Tools

Cost Evidence strength Data type Type of hypotheses Perfect to test

Desirability Market
Quantitative Value proposition
Viability Pricing
Speed
 Stakeholder
Mapping
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Tips & Tools

Evidence strength Data type Type of hypotheses Perfect to test

Cost
Qualitative Market
Feasibility Value proposition
Viability Pricing
Speed
 Planning on validating your
next business idea?
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Let’s talk
 Fake
button
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Tips & Tools

Evidence strength Data type Type of hypotheses Perfect to test

Cost
Desirability Market
Quantitative Value proposition
Viability
Speed
 Online
Communities
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Tips & Tools

Cost Evidence strength Data type Type of hypotheses Perfect to test

Qualitative Desirability Market

Speed
 Upvoting
Mechanism
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Tips & Tools

Evidence strength Data type Type of hypotheses Perfect to test

Cost
Desirability Market
Quantitative Value proposition
Pricing
Speed
 Search trend
analysis
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Tips & Tools

Cost Evidence strength Data type Type of hypotheses Perfect to test

Desirability Market
Quantitative

Speed
 Web traffic
analysis
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Tips & Tools

Evidence strength Data type Type of hypotheses Perfect to test

Cost
Desirability Market
Quantitative

Speed
 Discussion
Forums
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Tips & Tools

Evidence strength Data type Type of hypotheses Perfect to test

Cost
Qualitative Desirability Market

Speed
 Link
Tracking
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Tips & Tools

Evidence strength Data type Type of hypotheses Perfect to test

Cost
Desirability Market
Quantitative Value proposition
Viability
Speed
 Referral
Program
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Tips & Tools

Evidence strength Data type Type of hypotheses Perfect to test

Cost
Desirability Market
Quantitative Value proposition
Viability
Speed
 Stage 2
Solution-fit
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 Explainer
video
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Tips & Tools

Cost Evidence strength Data type Type of hypotheses Perfect to test

Qualitative Desirability
Quantitative Value proposition

Speed
 Clickable
Prototype
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tips & Tools

Evidence strength Data type Type of hypotheses Perfect

Perfectto
totest
test
Cost
Desirability Market
Quantitative Feasibility Value proposition
Viability Pricing
Speed
 Paper
Prototype
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Tips & Tools

Evidence strength Data type Type of hypotheses Perfect to test

Cost
Qualitative Desirability
Feasibility Value proposition
Viability
Speed
 Concierge
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Tips & Tools

Evidence strength Data type Type of hypotheses Perfect to test

Cost
Qualitative Desirability Market
Quantitative Feasibility Value proposition
Viability Pricing
Speed
 Wizard of
OZ
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Tips & Tools

Evidence strength Data type Type of hypotheses Perfect to test

Cost
Qualitative Desirability Market
Quantitative Feasibility
Viability
Speed
 No code
MVP
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Tips & Tools

Evidence strength Data type Type of hypotheses Perfect to test

Cost
Qualitative Desirability Market
Quantitative Feasibility Value proposition
Viability
Speed
 Buy a
feature
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Tips & Tools

Cost Evidence strength Data type Type of hypotheses Perfect to test

Qualitative Desirability
Value proposition
Viability Pricing
Speed
 Validation
survey
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Tips & Tools

Evidence strength Data type Type of hypotheses Perfect to test

Cost
Desirability Market
Quantitative Value proposition
Viability Pricing
Speed
 Extreme
programming
spike
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Tips & Tools

Cost Evidence strength Data type Type of hypotheses Perfect to test

Qualitative Desirability
Value proposition
Viability
Speed
 Split test
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Tips & Tools

Evidence strength Data type Type of hypotheses Perfect to test

Cost
Desirability Market
Quantitative Value proposition
Viability
Speed
 Mash up
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Tips & Tools

Cost Evidence strength Data type Type of hypotheses Perfect to test

Qualitative Desirability Market
Feasibility Value proposition
Viability Pricing
Speed Feature
 Email
Campaign
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Tips & Tools

Evidence strength Data type Type of hypotheses Perfect to test

Cost
Desirability
Quantitative Value proposition
Viability
Speed
 Stage 3
Product/market-fit
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 Crowdfunding
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Tips & Tools

Evidence strength Data type Type of hypotheses Perfect to test

Cost
Desirability
Quantitative Feasibility Value proposition
Viability Pricing
Speed
 Presales
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Tips & Tools

Evidence strength Data type Type of hypotheses Perfect to test

Cost
Desirability
Quantitative Value proposition
Viability Pricing
Speed
 Dry Wallet
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Tips & Tools

Cost Evidence strength Data type Type of hypotheses Perfect to test

Desirability Market
Quantitative Value proposition
Viability Pricing
Speed
 Single feature
MVP
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Tips & Tools

Cost Evidence strength Data type Type of hypotheses Perfect to test

Qualitative Desirability Market
Quantitative Feasibility Value proposition
Viability
Speed
 Mock sale
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Tips & Tools

Cost Evidence strength Data type Type of hypotheses Perfect to test

Qualitative Desirability Market
Quantitative Value proposition
Viability
Speed
 Letter of
intent
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Tips & Tools

Evidence strength Data type Type of hypotheses Perfect to test

Cost
Desirability
Quantitative Value proposition
Viability Pricing
Speed
 Pop-up
store
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Tips & Tools

Evidence strength Data type Type of hypotheses Perfect to test

Cost
Desirability Market
Quantitative Feasibility Value proposition
Viability Pricing
Speed Feature
Business model
 High fidelity
prototype
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Tips & Tools

Evidence strength Data type Type of hypotheses Perfect to test

Cost
Qualitative Desirability
Value proposition

Speed
 Cosmos Collective
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Let’s talk