Problem validation

Problem validation, part 1: Does the

problem exist?

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 Watch out for made-up problems. It happens regularly
that people invent solutions for non-existing problems.
Before you start generating solutions, make sure
you’ve found a problem worth solving.

Gather data about the problem

Problem validation starts with gathering data. Collect
every bit of information you can find about the problem.
Get some hard facts about the situation. Take some time
to collect data and create a one-page factsheet to get an
overview of the situation.

– What is the problem?

– Who is affected by the problem?
– When does it happen?
– Where does it happen?
– Why does it happen?
– How big is the problem? (compared to the
normal/ideal situation)

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 Keep an eye out for other information as well. Make
sure that you stay open to evidence that contradicts
your hypothesis. This can be hard. We are often biased
towards a specific outcome and unintentionally tend to
select (or ignore) facts. If there is a good chance that
this will happen, split your research team into two. One
team will look for data to falsify your assumptions, the
other team will look for data to verify the assumptions.
Afterwards, present the facts to each other and discuss
the results.

Explore ‘existing solutions’

What are the current solutions to the problem? How are
users solving this problem right now?

– What are existing solutions?

– What is good about these solutions?
– What are the downsides of these solutions?
– What are barriers for people to give up their current
solutions?
– What are obstacles for people to adopt a new
solution?
– What are people willing to give up for a solution?
– What would make people switch to a new solution?

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 In rare occasions, there aren’t any existing solutions to
be found. In this case, investigate how people are
responding to the problem. Note that if people are not
responding to your problem, that’s also valuable to
know. If this is the case, try to figure out what is causing
this behaviour. Is it because they don’t care, because
they don’t know what to do, because they have never
thought about finding a solution or because of another
reason altogether?

Problem validation, part 2: Are

people aware of the problem?
After you have confirmed that the problem exists, you
need to find out if there is a ‘need’ for a solution. When
the first wireless phone was introduced, it was received
with little enthusiasm. People didn’t understand why it
would be valuable to walk while talking to someone on
the phone.

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 Get feedback from a small group (qualitative
research)
Talk with users
<[Link] and see
if they mention your problem on their own accord. If
they talk about the issue how do they describe it? What
words do they use? How do they see it? Do they see it as
inevitable? Are they satisfied with their current
solutions?) How do they frame the problem? A ‘staff
shortage’ problem, for instance, might also be seen as
an ‘efficiency-problem’, an ‘education-problem’, a
‘workload problem’ or a ‘communication-problem’.

Interviewing individual users helps you to get a better

understanding of the needs of your user. What do they
care about? What are their frustrations? What are
their dreams? What are things they need to do? If you
know how people view your problem, you also know
how to frame the solution.

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 Get feedback from a large group (quantitative
research)
How many people are familiar with this problem? Find
out how many people are suffering from this problem.
You could, for example, do this via a survey. Look for
patterns. Feedback from a large group helps to paint the
bigger picture. You can group the answers and collect
large amounts of data that can help you to prove the
need for a solution. If 80% of the respondents are
dissatisfied with the existing solutions, you know you
have uncovered an opportunity.

Problem validation, part 3: Are

people willing to pay for a solution?
Create an offer
Put together a proposal. Make sure that your offer is
more attractive than the current solutions. (E.g. because
your solution is cheaper, faster, better, easier, more
sustainable etc.) Show the proposal to potential
customers and ask them for feedback.

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 Look for ‘launching customers’
Talk with potential customers and be transparent about
your situation. Ask them if they are willing to pay for
your solution. Tell them upfront that you are looking for
‘launching customers’ and that you need their feedback
and financial support to realise the solution. In
exchange you can offer them; influence on product
development, discount on the first product, discount on
the long run (for the next couple of years). etc.

Sell before you build

Prototype <[Link]
ways-to-prototype-your-ideas/> your solution as
soon as possible. Build a website or create a product-
brochure that show how your product or service would
work. Send an email or use Google Adwords
<[Link] to attract potential
customers. Show them your ‘fake’ solution. If people
show interest, thank them and explain that the solution
is still in the making. If there is enough interest, you can
start developing the product.

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 Would you like to know more about problemsolving?
Send me a message
<[Link] and I’ll
gladly schedule a call or coffee meeting to discuss how
creative problemsolving
<[Link]
solving-tips/> can benefit your organisation.

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