Framework
Four hypotheses to test in customer discovery
The four beliefs a founder should write down before customer discovery interviews: who has the problem, what job they are trying to get done and how painful it is, whether the proposed fix relieves it, and whether they will pay. Each one is a hypothesis to test against what prospects describe, then pivot or persevere. Koji studies can mix open questions with scale and choice questions, so each hypothesis gets both stories and a number.
Where this appears
What's in this framework
- The customer: Who exactly has this problem?
- The problem: What job are they trying to get done, and how painful is it today?
- The solution: Does your proposed fix actually relieve that pain?
- The pricing: Will they pay, and how much?
Use this image
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<a href="https://www.koji.so/visuals/four-hypotheses-to-test-in-customer-discovery"><img src="https://www.koji.so/visuals/four-hypotheses-to-test-in-customer-discovery/four-hypotheses-to-test-in-customer-discovery.png" alt="Framework of four customer discovery hypotheses to write down before interviews: the customer, the problem, the solution and the pricing." width="1200" height="727" /></a>
<p>Source: <a href="https://www.koji.so/visuals/four-hypotheses-to-test-in-customer-discovery">Four hypotheses to test in customer discovery</a>, Koji</p>
