Problem Validation and Customer Research: Challenges and Lessons Learned

Finding a Problem

Assumptions and Hypotheses

Assumptions list and assumptions criticality chart. Assumptions are rated on how critical they are and how known they are
Assumptions list starting with the most critical and assumptions criticality chart. You might wish to concentrate on the top right corner (critical and unknown)

Research Approach

Research planning

  • Write down all the things you want to find out — this will form the basis of your questions.
  • Write at least 20–25 questions including qualifying questions (especially important if you’re looking for participants meeting certain criteria; e.g. in my case, I wanted to survey parents based in the UK with children under 18 years old).
  • Provide as many answer options as possible. I found many people put two options and ‘other’ in every question, which poses a couple of problems: it would be hard to analyse after when everybody writes their own ‘other’ answer (obvious one) and you don’t give enough options to the respondents (you’ve got to think of users and their circumstances all the time!).
  • Don’t ask leading questions (prompting participants to answer in a particular way).
Example of a survey question evaluating financial literacy asking participants to grade statements from agree to disagree
Example of a survey question designed to evaluate various money management skills (rather than asking them to assess their money management skills directly). Participants are asked to agree or disagree with a number of statements, which then can be analysed against other survey responses

Research Findings

Infographics demonstrating the main survey findings related to when and how to learn about money and who should drive this
Example of demonstrating main survey findings to stakeholders
Example of affinity map
Example of an affinity map




Data analyst, graphic designer and illustrator, UX/UI designer based in Manchester, UK

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Data analyst, graphic designer and illustrator, UX/UI designer based in Manchester, UK

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