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Validate your assumptions

Validation trajectory 

You have build a convincing business case and management wants to move forward with the project. Now its time to validate all the assumptions you made in the business case before bringing the product to market (for experimentation with end-customers or full launch). Did you assume the right market share? Will enough customers actually pay my price? Do customers understand my proposition and the value it brings them? Is my solution possible to build at the cost I assumed? Should I change brand name? 

These are just few of the many questions innovation teams have at this point. Our validation trajectory will take you through a step-by-step guide towards validating your assumptions. To bring our academic background in market research, coupled with lean methodologies applied in practice. 

How will our validation trajectory help your organization?

  • Your innovation teams will gather valid and reliable information to test their assumptions

  • Your innovation team will use the most sophisticated market research methodologies to validate assumptions

  • Your innovation team and management will receive precise insights and recommendations 

  • Your management will be able to make an objective decision, based on facts, whether ideas can move forward 

What can I expect when MTI² does customer research for innovation with us?

Our 7 D's of validation shown below portray the major steps we take in our validation trajectory. Next, we explain our roles in each of these steps. 

7 D's of Validation White.png

Define the assumptions to validate

  • Provide guidance and templates to define the most important assumptions to validate (technical or customer)

  • Gather information on the customer, competition and partners


Design steps for validation

  • Provide a process and tools to design the steps needed to validate your assumptions

  • Provide expertise on the best methodology to apply for each assumption

Decide on steps with management

  • Prepare and facilitate input meetings with senior management to gather feedback and decide on the actions to take, as well as resources to use in validating your assumptions

  • Explain sophisticated methodologies to management and how they help in best validating the assumptions

Develop final action plan for validation

  • Incorporate the feedback of senior management to (re)design our plan for validation and set up the exact steps for implementation

  • Continue our background research to help you gather information before speaking to partners or customers

  • Provide templates for interviews, set up your experiments and facilitate data collection


Deploy action for validation

  • Act as an intermediary with research agencies to implement our plan

  • Take care of all survey data collection and cleaning

  • Facilitate interviews with customers and partners

Decode insights from data

  • Consolidate all the information to draw insights

  • Built a coherent story about what we have learned and what assumptions have been validated


Decide on the next steps

  • Provide recommendation and plan of action if innovation goes to the next phase

  • Prepare and facilitate input meetings with senior management to explain what was done and decide if project can move to a large scale experiment

  • Provide tools for deciding whether innovation are ready for the next step

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