Project Everest

Adopted Experiment

[Adopted Experiment] Problem Definition Evaluation Agriculture Assessment India July 2019

This experiment will be conducted in conjunction with "Customer Segment"

Lean Phase: Problem

Question: What do our customer segments identify as agricultural challenges? Do our early adopters engage with our problem synthesis?

Purpose: Empathise with customer segments to define the problem.


  • Farmers aren’t able to efficiently adapt to changes in soil parameters, (pH, soil moisture content, macronutrients, erosion), in a changing climate.
  • Farmers aren’t able to identify the array of pests and disease that negatively impact their crop.
  • Farmers do not have reliable and appropriate access to the water needed to sustain a profitable crop.
  • Farmers have access to smart technology that could facilitate the FarmEd or a FarmEd style application.
  • Farmers produce profitably, repurposable, agricultural byproducts that they are yet to capitalise on.

Time Box: 2 weeks

Success Metric:

Whether the proposed beneficiaries (customer segment) identifies with the assumed problem(s).

Understanding of how they define the problem, if there are any further problems and if there is any known channel to finding more people like them.


Green Light: Proceed to validate Unique Value Proposition.

Success point: 60% of those interviewed identify with the problem.

Orange Light: Assess the interview responses and match-up similar responses, reassess assumptions around ‘problem’ and design the next experiment.

Failure Point: Less than 20% identify with the problem, the problem is not articulated/relevant and is not consistent.

Red Light: Assess if any interviews indicate a problem that can be defined. Re-assess customer segment assumptions and experiment. 

Experiment build:

  • Construct a list of questions that explore general demographic criteria and assumed agricultural challenges.
  • Conduct 50 interviews in Agriculture Study Site 1 using the list of questions, empathising with the farmers to understand the problems they identify.
  • Analyse the results of these surveys by entering them into the Almanac (online data collecting system).
  • From these findings, identify 3 main problems faced by farmers in this demographic.




Relevant posts:

Customer Segment:

Project Outline:

Demographic Evaluation:

Data Collection:



Tagged users
edited on 24th July 2019, 07:07 by Abbey Dyson

Harry Telford 4 months ago

Status label added: Adopted Experiment

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