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Customer decisions

Test the problem before you build the solution.

Find out how often people have the problem, what they do today and what would make them switch.

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INTERVIEWS & SURVEYSIDEA TESTPRODUCT TESTMESSAGE TESTPRICE TESTPOST-LAUNCH TEST
Who it’s for

Built for teams about to commit.

People saying they are interested is not the same as having the problem. Ask about what they actually do.

Founders

Check that people have the problem and would pay before building.

Product teams

Find where users get stuck in a prototype before the sprint starts.

Marketing teams

Find the headline and price people understand before a campaign goes live.

Methods

Pick the right test for the question.

Before you build

Problem validation

Ask how people handle the problem today, how often it happens and what they already pay for.

A go, change or stop decision with supporting answers.
How it works

From question to decision.

  1. Step 1

    Write the decision

    State what you are deciding and what result would change your mind.

  2. Step 2

    Choose the test

    Start with an interview or survey, or pick a problem, prototype, message or pricing test. Each comes with questions you can edit.

  3. Step 3

    Add your material

    Upload screenshots, a prototype link, messages, prices, model outputs or documents.

  4. Step 4

    Invite relevant people

    Publish a reviewed form and share its link with your own audience. Recruitment is a separately quoted service; participants are not supplied automatically.

  5. Step 5

    Decide

    See results against your decision, open the evidence behind each finding and plan the next test.

What you get

A result you can act on.

Sample output

Food planning idea test

14 of 25 people track food today.

Use a paper list9
Would switch for sharing11
Would not enter every item17
“A note on the fridge is enough.”
Illustrative example.

People’s stated intentions are reported separately from what they actually did.

Success stories

Decisions made on evidence.

Consumer app

Validated the problem before writing code

Would pay—31%
Problem
A founder wanted to build a family meal planner but wasn’t sure families had the problem.
Evidence
Twenty interviews with AI follow-ups showed the pain was shopping lists, not recipes.
Action
Changed the first version to shared shopping lists.
Result
31% of the next 40 people tested said they would pay, against 9% for the original idea.
B2B software

Found the onboarding step that stalled trials

Task success60%85%
Problem
Trials signed up but rarely reached the first report.
Evidence
A prototype test showed 7 of 20 people stuck on importing data, and follow-up interviews said why.
Action
Added a sample dataset and a manual entry option.
Result
Task success in the retest rose from 60% to 85%.
E-commerce

Found the price people would actually click

Buy clicks9%18%
Problem
A subscription box was about to launch at £12 a month with no evidence for the price.
Evidence
A pricing test showed people randomly assigned £8 or £12; the main objection at £12 was free alternatives.
Action
Launched at £8 with an annual plan for the most engaged buyers.
Result
Buy clicks doubled from 9% to 18% at the lower price.

Illustrative examples showing the method. They are not customer results.

Pricing

Tests and surveys are in every plan, from free.

Recruited participants are pay as you go, and you see the total before you pay.

See pricingPrice a test
Questions

Good to know.

Can I use my own customers?

Yes. Share a link or embed the test. Participant recruitment is a separately quoted service; availability is confirmed before you proceed.

How many people do I need?

For themes, 15 to 30 interviews usually show the main patterns. For task success or message comparisons, plan for at least 20 people per version.

Is my material kept confidential?

Yes. Material is private to your workspace and only shown to the participants in your test.

Test it before you launch.

Run your first interview, survey or test free.

Start a idea testPrice a test