Process
Value proposition testing in 7 steps
A seven-step process for testing a value proposition with 10 to 15 target customers. Define the segment, recruit from your list, waitlist or a panel, build the study with your visual attached, send personal links, read responses as they come in, open the report and decide what to change. Most teams need two or three rounds before the message passes on comprehension, belief, desire and price. Koji runs each round as async AI-moderated interviews.
Where this appears
What's in this process
- Define the target customer: Be specific about role, company size and market. Run a separate test for each segment.
- Recruit 10 to 15 people: From your customer list, waitlist, a panel or a marketplace. Include prospects and skeptics, not only fans.
- Build the study: Start from a template, attach your value proposition visual and choose voice or text.
- Send the links: Personal links go out on day 1. People answer in their own time over 3 to 5 days.
- Watch responses come in: Read transcripts as they finish while the AI follows up on each answer.
- Open the report: Themes with quotes, results for every structured question and the comprehension hits and misses.
- Decide what to change: Rewrite, add proof, rethink the segment or the price, then test again. Most teams need 2 to 3 rounds.
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<a href="https://www.koji.so/visuals/value-proposition-testing-7-steps"><img src="https://www.koji.so/visuals/value-proposition-testing-7-steps/value-proposition-testing-7-steps.png" alt="Process of seven steps for testing a value proposition with customer interviews, from defining the target customer to deciding what to change and testing again." width="1080" height="1080" /></a>
<p>Source: <a href="https://www.koji.so/visuals/value-proposition-testing-7-steps">Value proposition testing in 7 steps</a>, Koji</p>
