Project Everest

[PROPOSED EXPERIMENT]: Hidden Hunger Malawi - Offer test - January 2019

by
Laura Enever
Laura Enever | 7 months ago | in Knowledge Base

CONTENT

Lean Phase: Offer Testing

Purpose: To validate your understanding of mothers’ problems by making an offer to solve them.

Assumptions:

Problems (or a combination of):

  • Lack of money to pay for healthy food
  • Lack of access to healthy foods
  • Lack of information about healthy foods
  • Lack of ability to grow food
  • Lack of knowledge about growing food
  • Lack of an ability to trade with their neighbours

Validated learning:

  • Mothers have a general understanding of nutrition.
  • Mothers value nutrition and eating healthy foods.

Time Box: January 2019 Weeks 1-2

Success Metric: % of mothers who ask questions for more information about your hint of a solution to their problem.

CRITERIA

Success Point: 50% of mothers ask questions for more information after your hint of a solution.

Green Light: Proceed to currency testing.

Orange Light: Test other offer tests and reiterate experiment.

Failure point: Less than 30% of mothers ask questions for more information after your hint of a solution.

Red Light: Reevaluate problem synthesis based on December survey data (see experiment build for name of doc). Ideate alternate offer tests.

Experiment build:

Create a compelling offer to understand:

  • The customers’ problems
  • The emotions these problems evoke
  • The channels they are using to find new solutions
  • The deficiencies with their current solutions

1) Use the ‘181130 Survey Collation 01 EB/LE/RP’ data (to create this offer and ‘Interview Analysis’ of Focus Framework for build.

2) Synthesise the problem - see ‘Problem Synthesis’ in Focus

3) Create a problem-centric message, an offer to solve their problems - see ‘Offer Design’ in Focus

4) Run an A/B test (a split test) to determine optimal offer

Potential offers:

  • I want cheaper ways to consume food
  • I want better access to healthy foods
  • I want information about healthy foods
  • I want to learn which healthy foods to grow
  • I want to learn how to grow healthy foods
  • I want to be able to trade healthy foods with my neighbours
edited on 21st December 2018, 06:12 by Laura Enever
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