Validation Survey
A thermometer for your business
Explore the importance of validation surveys as essential tools for gathering customer insights and improving products or services through targeted questioning and data analysis.
GOAL
The article aims to explain the role of validation surveys in assessing customer needs, measuring satisfaction, and ensuring product-market fit, while providing practical guidance on how to implement them effectively.
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Validation surveys are essential tools for gathering valuable information from customers and improving the products or services offered. Through targeted questions and analysis of results, it is possible to obtain crucial indications for the success of a business.
What information can validation surveys provide?
A particularly useful type of survey is one aimed at validating the importance of the "jobs," "pains," and "gains" identified in the Customer Profile of the Value Proposition Canvas. Instead of relying solely on the team's intuitions, it is possible to involve customers to obtain a more accurate assessment of their priorities. Moreover, surveys can be used to discover new "jobs," "pains," and "gains" not previously considered. Including open-ended questions at the end of each section can reveal unexpected needs and expectations from customers.
Other types of validation surveys
In addition to surveys for validating the Customer Profile, surveys can be used to measure other important aspects of the business, such as customer satisfaction (CSAT), customer effort score (CES), and brand awareness. A particularly interesting type of survey is the Sean Ellis Test, which measures the degree of customer dependence on the product. The key question is: "How disappointed would you be if you could no longer use this product?" A score above 40% indicates a high degree of dependence and a good market fit. Another common survey is the Net Promoter Score (NPS), which measures the likelihood that a customer will recommend the product to a friend. The NPS is calculated by subtracting the percentage of detractors (score from 0 to 6) from the percentage of promoters (score from 9 to 10).
How to use validation surveys
To obtain significant results, it is important to distribute surveys to a representative sample of customers. Furthermore, it is essential to analyze the collected data to identify trends and correlations. Surveys can be administered through various channels, such as email, websites, or apps. It is important to choose the most suitable channel for the target audience and the type of information to be collected.
In conclusion, validation surveys are an essential tool for understanding customer needs and improving the offer of products and services. By using different types of surveys and carefully analyzing the results, it is possible to obtain valuable information for the success of the business.
