Solution testing in product management

Product development should start with the problem. You consider the defined customer segment and the problem you want to serve. Then you move on to the solution and solution testing.

For us, solution testing is when we meet with potential customers (online or offline). For example, we show them the product or service in visual form or using a click prototype. Together, we want to test the solution side of a new product, a new feature, etc. - as realistically as possible. In this area of solution testing, we cover various aspects of solution finding in product discovery or as part of the design thinking process.

Commitment as a central factor

The key question in solution testing should be: What commitment do customers need to give me to validate for my company that I have a working solution to their problem?

Product managers often only ask for the customer's opinion. But we want more than their opinion. Opinions alone are no guarantee that they will actually buy the product or use the service. Instead, we need real, concrete commitments. We then have to achieve these in solution testing.

Ultimately, we have to find out whether there really are customers for this product or this application. It hardly makes sense the other way around - i.e. to produce something and then see if it is bought.

Is pre-sales enough commitment?

The best form of commitment is clearly pre-sales. Someone pays money for a certain product to be completed and he or she receives it afterwards. Of course, money is not a remarkable commitment.

Theoretically, there are many hurdles that we can deliberately let customers jump over. However, the purpose of a commitment is to get customers to make a move on their own initiative and pay us more than just lip service. Customers should get involved. The commitment can also be time. Test projects are conceivable, for example, or we could analyze data.

A successful solution test is when we receive a clear concession from our customers.

Finding the right commitment level

Different jump heights are added in the different areas that our customers have to cope with. When it comes to the simple question of opinion, the jump height is practically a line on the floor. Customers simply walk over it without any effort, saying: "Yes, of course I like this product."

On the other hand, it is an effort to say NO. Very few customers are honest enough in an opinion survey to say that they don't like the product. Negative feedback is the bigger hurdle because the conversation then takes longer and requires an explanation as to why the product presented is not suitable.

Priorities change over time

So simply begging for compliments is not enough. It's too easy to say YES. But even if this is meant seriously, sometimes the future simply turns out differently than expected. We think today that we will buy something in the future - and tomorrow we think completely differently. For example, 15 years ago we paid €0 for a cell phone. If a survey had been conducted back then asking whether we would be prepared to pay €1,200 for a cell phone, the majority of people would probably have answered this question in the negative. Nowadays, many say yes.

Our priorities change over time. In solution testing, however, we bring the future decision into the here and now. Only then can you be sure that you have really found customers. The design is individually tailored to the customer's specific needs and tested using prototypes before implementation to ensure functionality and user-friendliness.

Good and bad questions in solution testing

Closed questions are generally bad questions. "Would you buy this product?" - "Yes, I would." That's too easy to say and not enough.

We need to ask follow-up questions that bring the customer's decision, which they have just made for the future, into the here and now. You can do this by asking: "*Would you buy the product today at a 50% discount? *Youbuy it now and get it sent to you in a few months' time." Customers will probably now consciously reconsider their YES and change their mind.

This is where it gets interesting. Now you're getting to exactly where you actually want to go with solution testing and test management. This is where you find out about customer objections. You can really learn from this.

Now follow up: "Why the sudden change of heart? First YES, but then NO despite the 50% discount."

• What do customers' gut feelings say?
• What are you thinking about right now?
• Does the product not fit?
• Do you think that your problem will not be solved with this product?
• Don't they think we can finish and deliver it on time?

Clarifying these questions is precisely the difference between lip service and commitment.

Short and sweet: problem, solutions and commitment

• Find the problem and provide the solution.
• You can find out whether it really is the solution you are looking for in solution testing. Our specialists specialize in developing tailor-made solutions and offering high-quality services.
• The opinions of customers alone are not meaningful enough.
• You need concrete evidence in the form of data, time commitment or money commitment to really have something valid in your hand.

Our tip: Think of good questions for the Solution Test!

Talk to your customers neutrally. Don't push them into a corner and engage them in conversation instead. In Solution Testing, you work closely with your customers to develop a deep understanding of their individual challenges and offer efficient, customized testing methods. By asking clever questions, you will find out, for example, whether you have the right contact person in front of your customers, whether the sales process really works or whether there are still unanswered questions.

Do you have experience in solution testing? What went well or badly so far? Have you learned from your mistakes? We look forward to your comments.

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