In product management, assumption testing is crucial for validating ideas and minimizing risk, but traditional methods like surveys and A/B testing can often feel limiting. To drive innovative product decisions, it’s essential to explore unconventional approaches that offer deeper insights and agility. This article delves into five unexpected ways to test assumptions, helping product managers challenge biases, uncover hidden user needs, and foster a more creative, data-driven product strategy. By thinking beyond the usual tactics, you can accelerate learning and unlock new opportunities for growth.
1. Reverse Assumption Testing (Inversion Method)
How it works 💡
Reverse Assumption Testing, also known as Inversion Thinking, is a problem-solving approach where you intentionally assume that your core belief or assumption is wrong, and then explore what follows. This strategy forces you to look at the problem from a completely opposite angle, challenging the comfort of confirmation bias and encouraging more creative problem solving.
Instead of asking, “What if this assumption is true?”—a question that often leads to reinforcing existing beliefs—you ask, “What if this assumption is false?” By doing so, you invite a different line of thinking that can expose risks, constraints, or overlooked opportunities.
Detailed Example ⚙️
Imagine you are running a restaurant, and your core assumption is, “Customers want faster service because speed equals satisfaction.” This assumption has driven your investments in new kitchen technology and training programs for faster turnaround.
Reverse the assumption: “Customers are fine with slower service as long as other factors, such as ambiance, food quality, or attention to detail, improve.”
Now explore the implications:
What would happen if customers actually enjoyed a more leisurely dining experience?
- Perhaps the longer meal time allows for more personal interactions between staff and customers, enhancing overall service satisfaction.
- Customers might appreciate the extra time for socializing, suggesting they are not coming solely for quick meals but for the atmosphere and experience.
- The slower pace might allow chefs to focus more on the intricacies of meal preparation, leading to higher-quality dishes and unique presentations.
You could test this by deliberately slowing down service in a controlled experiment (e.g., at certain times or for a subset of customers) while improving ambiance, personal touches, or offering complimentary add-ons. The goal would be to see if overall customer satisfaction changes.
Why it’s effective ✨
- Challenges Cognitive Biases: We naturally seek information that confirms our beliefs, and Reverse Assumption Testing forces us to consider the opposite, interrupting the tendency to view evidence selectively. For instance, if you’ve always assumed customers care most about speed, you might have overlooked subtle clues that they care more about quality or experience.
- Encourages Out-of-the-Box Thinking: Inverting an assumption often opens doors to alternate solutions or innovations. In the example above, you might find that rather than spending heavily on speeding up service, you could invest in other areas (e.g., atmosphere, staff training in customer interaction) that might yield better results.
- Uncovers Hidden Opportunities: By focusing on the opposite, you can identify areas for improvement that were previously invisible. For instance, you may discover that slowing things down creates opportunities for upselling, like offering customers appetizers while they wait or a more expensive tasting menu that requires more time to savor.
- Risk Mitigation: When you explore the worst-case scenario (the assumption being wrong), you’re better prepared to handle it if it turns out to be true. If you find that customers are not as obsessed with speed as you thought, you’re less likely to make the costly mistake of pouring resources into something that doesn’t actually matter.
Practical Steps to Apply Reverse Assumption Testing 🚀
- List Your Assumptions: Write down the key assumptions underlying your project, business, or strategy. These could be assumptions about customer behavior, market trends, or team performance.
- Invert Each Assumption: For each assumption, consider its opposite. Ask, “What if the opposite of this assumption were true?”
- Explore the Consequences: Imagine scenarios where the inverted assumption holds. What would be different? How would your decisions change? What risks or opportunities emerge?
- Design Small Experiments: If the inverted assumption is plausible, run small tests to explore its validity. This could mean conducting user interviews, implementing A/B tests, or even deploying limited-time changes in your operations.
- Compare Outcomes: Review the results from these tests to see if the inverted assumption holds more merit than your original assumption. This might lead you to refine your approach or completely rethink your strategy.
Additional Examples 🔎
Assumption: “Customers will pay more for a premium version of our product.”
- Inverted assumption: “Customers don’t care about premium features and will only pay for essentials.”
- Test: Create a stripped-down, low-cost version of your product and see if sales increase among price-sensitive customers.
Assumption: “Employees are motivated by bonuses.”
- Inverted assumption: “Employees are motivated more by recognition and a positive work environment than monetary bonuses.”
- Test: Focus on improving non-monetary incentives, such as employee recognition programs, and measure the impact on productivity and morale.
Why it works in different contexts 💎
- Product Design: Inverting assumptions about user needs or behaviors can lead to more innovative product features or entirely new products. For instance, assuming users want simplicity might lead to an over-simplified product, while testing the opposite (users may want more complexity or control) could reveal untapped desires.
- Marketing Strategy: Instead of assuming customers respond best to discounted pricing, you might invert that assumption to test whether exclusivity or higher pricing creates a perception of value.
- Leadership & Team Dynamics: If you assume team members need structured guidance, reversing the assumption (team members thrive with autonomy) can reveal the potential for a more self-directed, innovative team.
Reverse Assumption Testing is a powerful tool for getting unstuck from habitual ways of thinking. It forces you to confront the possibility that you might be wrong, which opens up new lines of inquiry and innovation. By considering the opposite of what you believe, you can uncover deeper insights, mitigate risks, and potentially unlock more effective solutions that would have otherwise gone unnoticed.
2. Parallel Testing
How it works 💡
Parallel Testing involves running multiple versions of an assumption simultaneously to observe how different variations perform under real-world conditions. Unlike traditional testing, where you might test one hypothesis at a time, this method lets you explore different possibilities at once. By comparing the outcomes, you can quickly learn which assumptions hold the most weight and which need adjustment, leading to faster decision-making.
The power of Parallel Testing lies in its ability to generate real-time comparative data across multiple hypotheses, allowing for nuanced insights. It’s particularly effective in environments where there is uncertainty, and the best course of action is unclear.
Detailed Example ⚙️
Consider you’re launching a new app, and your core assumption is that “users will prefer a minimalist user interface (UI) because it reduces cognitive load.” However, you also suspect that some users might prefer a more feature-rich interface with added functionality.
Parallel Testing strategy: Instead of building just one UI, create multiple versions of the app:
- Minimalist UI: Focus on simplicity, clean design, and ease of use.
- Feature-rich UI: Include more visible options, tools, and customization features.
- Balanced UI: A middle ground between the minimalist and feature-rich designs.
You launch all three versions of the app to different groups of users (either through A/B testing, multi-channel testing, or other audience segmentation methods) and track engagement, user retention, and satisfaction levels.
From this, you gather data:
- Who prefers which UI? Perhaps younger, tech-savvy users appreciate the feature-rich interface, while older users favor simplicity.
- How does each version impact overall app usage? Maybe the balanced UI performs best in keeping users engaged, bridging the gap between minimalism and functionality.
Why it’s effective ✨
- Accelerated Learning: By testing multiple hypotheses at once, you get faster feedback. Instead of running one test and waiting to see if your assumption holds true (and repeating the process if it doesn’t), you get instant comparative data on different versions. This is especially important when timelines are tight, or you need rapid iteration to meet market demands.
- Data-Driven Insights: Parallel Testing helps eliminate guesswork. Rather than relying on intuition or anecdotal evidence, you’re collecting actual data that reflects user preferences. In situations where user needs or preferences aren’t obvious, this method provides clarity by showing what works and what doesn’t.
- Enhanced Flexibility: Testing multiple versions means you’re not locked into a single approach. If one assumption proves weaker, you already have other variations in play that could turn out to be more successful. This flexibility allows you to pivot quickly based on real-world performance rather than relying on a single risky bet.
- Reduction of Bias: When testing one assumption at a time, there’s a natural tendency to “want” it to work, especially if you’ve invested time and resources in that assumption. In parallel testing, you take a neutral stance as you’re focused on gathering insights across different possibilities. This helps reduce cognitive bias and ensures the decision-making process is more objective.
- Multiple Pathways to Success: Sometimes there’s no single “right” answer. Different users, markets, or segments may respond to different versions of your assumption. Parallel Testing allows you to cater to multiple audience segments by identifying what works best for each group. This is particularly useful in diverse markets where one-size-fits-all strategies are less effective.
Practical Applications of Parallel Testing 💎
- Marketing Campaigns: Suppose your assumption is that a certain message will resonate with customers. Instead of committing to one approach, you can run multiple versions of your message across different channels and audience segments (A/B or A/B/C testing). Each version might emphasize different emotional triggers (e.g., urgency, trust, or exclusivity), and you compare which one drives the highest conversions or engagement.
- Pricing Models: If you’re uncertain whether to price your product as a premium or budget option, you can test different pricing models simultaneously. One group of customers might see a higher price with additional benefits, while another group sees a lower price with fewer features. By tracking purchase behavior, you can discover which model yields the best results, based on revenue, customer lifetime value, or churn rates.
- Product Features: When launching a new product, you might be unsure which features are essential to your users. Parallel Testing can involve developing multiple versions of the product, each with a different set of features. You then monitor which version leads to higher customer satisfaction or retention, allowing you to fine-tune the final offering.
- Content Strategy: If you’re running a content-driven business, you can test different content styles or formats (e.g., video vs. text, short-form vs. long-form) with your audience. By observing which type of content drives more engagement, shares, or time spent on the platform, you can adapt your content strategy accordingly.
- Customer Support: When testing assumptions about how customers prefer to interact with your support team (e.g., live chat vs. email support vs. phone calls), you can offer all methods simultaneously. Monitoring which channels are used most frequently and which lead to higher customer satisfaction can inform how you structure your customer support going forward.
Overcoming Challenges in Parallel Testing 🚀
- Resource Allocation: Building multiple versions of a product, service, or campaign requires additional resources, both in terms of time and money. To mitigate this, you can use Minimum Viable Products (MVPs) for each variant to test the assumption without fully committing to developing every version.
- Segmenting Audiences: You’ll need to carefully choose how to segment your audience or test environment to ensure the variations are compared fairly. It’s important to keep the testing conditions as consistent as possible across versions, so the results are valid.
- Data Overload: Parallel Testing can produce a wealth of data, which might be overwhelming. To manage this, focus on key performance indicators (KPIs) that align with your core goals—whether that’s engagement, revenue, or satisfaction—so that you aren’t distracted by irrelevant metrics.
Additional Examples 🔎
Assumption: “People will prefer a subscription model over one-time purchases for our product.”
Parallel Test: Offer three purchasing options:
- A one-time purchase.
- A monthly subscription.
- A yearly subscription with a discount.
Outcome: Track which model customers choose and assess profitability over time to determine if the assumption holds.
Parallel Testing provides a strategic advantage by allowing you to experiment with multiple assumptions at once, offering richer insights and speeding up decision-making. It helps ensure that you’re not solely reliant on one assumption or direction, thus minimizing risk and uncovering the most effective path forward for diverse audiences.
3. Ethnographic Immersion
How it works 💡
Ethnographic Immersion is a qualitative research method that requires deeply embedding yourself within the daily lives, environments, or workflows of the people affected by the assumptions you’re testing. Unlike other research methods that rely on artificial settings or self-reported data, this approach allows you to observe behaviors, routines, interactions, and unspoken cultural nuances in real-time. The goal is to gain firsthand insights that you can’t get from surveys or interviews alone because people often can’t or don’t articulate everything they experience.
You essentially act as a participant-observer, blending into your target group’s natural environment and capturing how they truly behave, think, and feel in the context you’re studying.
Detailed Example ⚙️
Imagine you’re a product manager tasked with designing software that improves communication between remote teams. Your assumption is that remote workers struggle mainly with technical issues like weak internet connections or software bugs, and that solving these problems will improve productivity.
Ethnographic Immersion strategy: Rather than relying solely on feedback forms or questionnaires, you spend two weeks working alongside remote employees across different organizations and regions. During this time:
- You observe how workers interact with various communication tools like Slack, Zoom, and email, noting not just technical challenges, but also social and psychological issues, such as isolation or misunderstandings due to cultural differences.
- You notice that team members have vastly different work hours due to time zone differences, leading to delays in decision-making, even if the tools themselves are efficient.
- You see that many workers create informal communication methods (like WhatsApp groups) for quick conversations, which bypass official channels entirely. This suggests a need for tools that blend formality and casual interaction.
By immersing yourself in their environment, you come to realize that the real challenge isn’t technical bugs or connectivity—it’s the deeper issue of fragmented communication due to time zones, lack of face-to-face interactions, and the need for more casual channels. As a result, you might shift your product strategy from merely improving technical reliability to creating features that facilitate asynchronous communication or build stronger personal connections.
Why it’s effective ✨
- Uncovers Implicit Behaviors and Needs: Ethnographic Immersion reveals unspoken behaviors, workarounds, and habits that users may not even be consciously aware of. People often adapt to flawed systems by developing informal routines or workarounds, which they may not share through interviews or surveys. For example, observing how people physically interact with a product might show that they prioritize convenience over features they claimed were important.
- Bridges the “Saying-Doing” Gap: One of the most significant advantages of ethnography is that it closes the gap between what people say they do and what they actually do. Users might claim they prefer one type of product or feature but behave differently in real life. Immersing yourself in their environment lets you see the real-world context and complexity behind their decisions, often debunking your initial assumptions.
- Cultural and Contextual Insights: The way people use a product or engage in a process is often deeply influenced by their culture, environment, and context, which is difficult to capture with surveys or lab-based testing. For example, observing how people in different countries use a ride-sharing app might reveal that some prioritize cost savings, while others focus on driver ratings or punctuality—leading to more localized product adaptations.
- Real-Time Feedback Loop: During immersion, you can tweak your assumption or hypothesis on the fly based on what you’re observing. Instead of waiting for formal data collection or feedback, you get real-time feedback that allows you to adjust your understanding and approach dynamically. This makes the validation process faster and more adaptive to emerging insights.
- Exposes Social and Emotional Drivers: Many behaviors are driven by subtle social or emotional factors that people may not express directly. For instance, if you’re developing a fitness app, immersing yourself in gym culture may show that users aren’t just motivated by the desire to track performance; they may be more driven by social competition or emotional needs, such as managing stress or improving self-image.
Practical Applications 💎
- User Experience Design: Immersing yourself in the daily routines of potential users can give you an intimate understanding of the problems they face. For instance, an ethnographer studying how people use transportation in urban areas might discover pain points like unclear signage or confusing app interfaces, leading to better product design for transit systems.
- Healthcare Solutions: In healthcare, observing how doctors, nurses, and patients interact with medical equipment or technology in real environments can expose crucial inefficiencies. For example, a medical device may be designed with a focus on functionality, but ethnographic research might reveal that nurses need easier, more intuitive controls in high-stress situations.
- Retail and Consumer Behavior: Retail ethnography allows companies to observe how customers move through stores, how they make purchasing decisions, and what emotional or contextual factors influence them. By physically immersing yourself in the retail environment, you might notice that certain store layouts or displays inadvertently lead to customer frustration or confusion, suggesting a need for reorganization.
- Educational Systems: In educational technology, ethnographic immersion can reveal that teachers and students use tools in ways designers never expected. A software program assumed to help students with time management might be more valuable for teachers as a grading aid. Observing both groups in action would challenge the initial assumption and lead to different design choices.
Overcoming Challenges in Ethnographic Immersion 🚀
- Time and Resource Intensive: Ethnographic research often requires significant time to immerse yourself deeply in the environment and collect meaningful data. To manage this, you can limit your immersion to key moments or locations, prioritizing the most impactful aspects of the user experience.
- Bias in Observation: As an outsider, you risk misinterpreting behaviors based on your own biases or assumptions. To mitigate this, it’s important to take detailed, objective notes and, when possible, corroborate your observations with the people you’re studying, asking clarifying questions when necessary.
- Integration with Quantitative Data: Ethnographic insights are primarily qualitative, so it’s often necessary to combine them with quantitative data to make more well-rounded decisions. For example, if you notice a pattern of user frustration with a particular software feature, you might complement this observation with data on usage rates or drop-off points to validate the insight.
- The Observer Effect: Being present in the environment may initially influence how people behave (the “Hawthorne effect”). To minimize this, allow participants time to acclimate to your presence, so that your presence becomes normalized, leading to more authentic observations.
Additional Example 🔎
Assumption: “People in rural areas will adopt online grocery shopping for convenience.”
- Ethnographic Immersion: You spend several weeks living in rural communities, observing grocery shopping habits, talking to residents, and participating in their daily routines. You might find that, while they appreciate the idea of online grocery shopping, the local culture values social interaction at stores, making them reluctant to shift online. As a result, you might pivot to creating hybrid solutions like online ordering with in-store pickup, maintaining that social connection.
Ethnographic Immersion goes beyond superficial insights by allowing you to fully understand the intricate, real-world context of the people affected by your assumptions. Through prolonged, direct engagement in users’ environments, you uncover behaviors, challenges, and needs that are often hidden in other forms of research. This method leads to more user-centered products, services, and strategies, often surfacing unexpected findings that can significantly alter your initial assumptions or ideas.
4. Data Reframing
How it works 💡
Data Reframing involves looking at data that seems unrelated or peripheral to your main assumption and interpreting it in a fresh context to uncover new insights. Instead of relying on the most obvious or direct data sets to test your assumptions, this method encourages a creative exploration of secondary, auxiliary, or seemingly irrelevant data sources. The idea is that by shifting your perspective, you may uncover unexpected correlations or patterns that shed new light on the problem you’re investigating.
For example, if you’re trying to validate an assumption about customer behavior, rather than only looking at sales or survey data, you might dive into unrelated data streams such as weather patterns, social media engagement, website traffic during certain hours, or even customer service logs. By reframing the data, you may discover hidden insights that directly challenge or validate your original assumption.
Detailed Example ⚙️
Imagine you’re a business owner running an e-commerce platform, and you assume that your customers are primarily price-sensitive. To test this assumption, the obvious approach would be to look at sales data and track how different price points affect purchasing behavior. However, this only gives you part of the picture.
Data Reframing strategy: Instead of relying solely on sales figures, you look at a different, less obvious dataset: customer support tickets. In analyzing customer complaints, questions, or inquiries, you notice that many customers aren’t as concerned about price as they are about shipping delays or product availability. Further, you might find that high-income customers frequently contact support asking about premium features or early access to new products—signaling a willingness to pay more for added value.
Additionally, you might even pull in external data such as weather conditions or seasonal changes to see if they influence purchasing patterns. By cross-referencing sales with weather data, for instance, you might discover that customers are less likely to purchase during cold or rainy periods, regardless of pricing changes, suggesting that convenience or time of year might matter more than the cost.
In this way, you could reframe your assumption from “customers are primarily price-sensitive” to “customers care more about delivery speed and convenience, especially during poor weather conditions,” completely shifting your business strategy from discounting products to focusing on logistics and customer service improvements.
Why it’s effective ✨
- Breaks Out of Conventional Thinking: Traditional methods of assumption testing often lead to predictable results because you’re looking at the most obvious data. By reframing the data, you’re forced to think outside the box and ask new questions. For example, by analyzing customer service logs instead of just sales figures, you may uncover service-related frustrations that are more critical to your customers than price, providing a more holistic understanding of their needs.
- Uncovers Hidden Correlations: Data Reframing helps uncover relationships between variables that you wouldn’t have considered before. For instance, there might be an unexpected correlation between customer behavior and external factors like weather, social trends, or even local events. These insights can challenge your assumptions in ways you never anticipated, leading to more refined business strategies or product offerings.
- Expands the Scope of Inquiry: It broadens the horizon of what constitutes valuable data for your assumption testing. Instead of focusing only on traditional metrics like sales, engagement rates, or surveys, Data Reframing encourages you to look into “invisible” data points like complaints, behavioral cues, or patterns in unrelated markets that could indirectly impact your core business.
- Challenges Overreliance on Quantitative Metrics: Many assumption tests are overly reliant on quantitative data—like how many customers bought a product or how much time they spent on a website. However, by reframing and exploring qualitative or indirect datasets, such as customer service interactions or social media sentiment, you gain a deeper, more nuanced understanding of customer motivation and behavior.
- Facilitates Cross-Disciplinary Insights: By exploring unrelated data sets, you may draw connections between fields that appear disconnected. For instance, marketing data might reveal consumer patterns related to psychological triggers, while sales data might show logistical influences. This multidisciplinary approach can produce innovative solutions that wouldn’t emerge from siloed data analysis.
Practical Applications of Data Reframin 💎
Consumer Behavior Insights: Suppose you’re running an online retail business, and you assume customers make buying decisions based primarily on discounts and promotions. Instead of just analyzing your discount performance, you might look at website heatmaps, time spent on product pages, or even browsing patterns during different times of the day. This data might show that customers spend more time reading reviews than looking at discounts, indicating that trust-building (through reviews or testimonials) may be more important than pricing strategies.
Marketing Campaigns: In marketing, you might assume a social media campaign’s success hinges on the frequency of posts. But when you reframe the data, you analyze the sentiment of user comments or look at engagement spikes during events like product launches or media coverage. This approach could reveal that content quality or time-specific relevance, rather than sheer volume, is more crucial for engagement.
Product Development: If you’re developing a new feature for a mobile app and assume users want more customization options, you could test this assumption by looking at support tickets related to feature requests. Reframing the data might reveal that users are more interested in usability improvements (fewer clicks, simplified design) than in customization. This would lead you to prioritize UX enhancements over new customizable features.
Workplace Productivity: Assume you’re a manager trying to increase employee productivity and assume that the key factor is improving team communication. Instead of only surveying employees about communication tools, you could reframe your data by analyzing time-tracking software or even office temperature data. You might find that productivity dips on days when the office is too cold or too hot, revealing that environmental factors have a greater impact than communication tools.
Retail Business Strategy: A clothing retailer might assume that product popularity is based on style trends. However, by reframing data—such as analyzing customer returns, fitting room behavior, or even foot traffic data from in-store sensors—the retailer could discover that customers return certain items more frequently due to fit issues, not style preferences. This insight could shift the focus from fashion design to improving sizing accuracy.
Overcoming Challenges in Data Reframing 🚀
- Finding Relevant Unconventional Data: One challenge is identifying which seemingly unrelated data sets could provide useful insights. To overcome this, you might start by brainstorming external factors that could influence your main assumption, then find relevant data streams (e.g., weather, local events, or even global trends).
- Interpreting Data Correctly: Another challenge is making sense of the unconventional data you collect. To mitigate the risk of drawing false conclusions, cross-reference findings with multiple data sets and ensure that patterns are consistently present before acting on them. Consulting with domain experts from other fields can also help interpret unusual data sources accurately.
- Avoiding Overfitting: There’s a risk of “overfitting” your assumption to the reframed data, meaning you might draw too much from a correlation that isn’t causally significant. To combat this, apply the insights as hypotheses and test them further before making major changes. Always keep in mind that correlation doesn’t imply causation.
Additional Example 🔎
Assumption: “Customers prefer faster service.”
- Data Reframing: Instead of only looking at wait times or transaction speeds, analyze customer feedback related to service quality, as well as social media mentions. You might find that while some customers value speed, many others are willing to wait longer if the service is more personalized or friendly. This insight reframes your focus from speed to quality of interaction.
Data Reframing allows you to challenge assumptions by looking beyond the obvious or conventional data sources and discovering new patterns or correlations. By reinterpreting peripheral or unconventional data sets, you gain a broader, more creative perspective on the issue at hand, often revealing hidden insights that can drastically reshape your strategies. It’s particularly effective for uncovering unseen drivers of behavior, bridging data silos, and finding correlations that traditional methods might miss.
5. The “Skin in the Game” Test
How it works 💡
The “Skin in the Game” Test involves putting actual resources—whether it’s money, time, reputation, or other tangible commitments—on the line to validate an assumption. This concept is based on the idea that when there’s a real cost or consequence involved, people are far more likely to act in ways that reveal their true preferences, intentions, and behaviors. It shifts assumption testing from theoretical exercises or predictions to real-world stakes, which makes the feedback you receive more honest, immediate, and impactful.
Unlike standard surveys or pilot programs where participants might provide hypothetical feedback or support, the “Skin in the Game” method removes the hypothetical cushion and forces stakeholders—be it customers, partners, or even your team—to put something on the line, resulting in more reliable data and insights.
Detailed Example ⚙️
Imagine you’re a software developer creating a new productivity app, and you assume that users will pay for a premium feature like advanced analytics. Rather than building the feature and waiting for customers to subscribe, you implement the “Skin in the Game” Test by asking users to pre-order or invest in the premium feature before it’s fully developed.
The strategy: You create a landing page that explains the premium feature in detail and asks users to pre-pay to access it once it’s released. If a significant number of users actually put down money, this strongly validates your assumption that there’s a real demand for the feature. However, if users express interest but fail to commit financially, it signals that while they might find the idea appealing, they don’t value it enough to pay for it in practice.
Why it’s effective ✨
- Real-World Commitment: People often behave differently when they’re making hypothetical decisions versus when they’re faced with real consequences. By putting “skin in the game”—whether it’s financial or in terms of reputation or time—the test provides clearer and more reliable insight into what people are actually willing to do, not just what they say they will do.
For instance, a customer might tell you they would “probably” pay for a premium feature or service, but until they’re asked to commit money upfront, their words remain speculative. By introducing real costs or stakes, the test forces a genuine decision, which more accurately reflects demand or engagement. - Accelerates Decision-Making: Having tangible consequences tied to the outcome of your assumption forces decisions faster. If your assumption fails when people are asked to put money down, you can immediately pivot or abandon that idea. This prevents the “paralysis by analysis” that often comes with endless hypothesis testing without real-world stakes.
For instance, if your customers refuse to pre-pay for a feature you thought was crucial, you can quickly redirect resources to develop features that better align with their true needs, avoiding wasted time and money. - Clarifies Priorities: The “Skin in the Game” Test compels all parties involved to clarify their priorities. When you ask someone to invest something meaningful (money, time, resources), it becomes clear what truly matters to them. This is particularly useful in business, where stakeholders may say they value a feature, service, or product, but when asked to back it with real resources, they might prioritize other aspects of the offering.
For instance, in a B2B scenario, a potential partner may express interest in a collaboration, but when asked to commit resources (e.g., funding or team time), they may hesitate. This provides insight into whether the partnership is truly a priority for them or if they were merely interested in exploring it superficially. - Increases Accountability: When there are real-world costs tied to an assumption, both you and your stakeholders (e.g., customers or team members) become more accountable. You are held responsible for delivering on your end of the test, whether that means fulfilling pre-orders or building out a prototype. At the same time, customers or investors who commit resources to your project are more likely to stay engaged because they have something to lose if it fails.
For example, a customer who pre-pays for a feature will be more likely to provide valuable feedback during the development process because they’ve invested financially and want to ensure they receive a quality product in return. - Encourages Honest Feedback: People are more likely to provide honest feedback when they have real stakes in the outcome. If they’re unwilling to commit financially or with their time, this is a clear sign that the product or service might not be as important to them as you initially assumed. The test prevents you from building something based on vague or misleading feedback and helps you better understand what customers truly want.
For instance, asking a group of beta users to invest their time in testing your new software—knowing they’ll have to provide detailed feedback—filters out users who are only passively interested. Those who accept are more likely to give thoughtful and genuine feedback because they’ve committed their time.
Practical Applications of the “Skin in the Game” Test 💎
- Pre-Sales for Product Launches: Before launching a product, you can ask your audience to commit by placing pre-orders. If a significant portion of your target market is willing to pay upfront, this is a strong signal that your product has demand. This method is commonly used in crowdfunding platforms like Kickstarter, where creators validate demand before committing to full-scale production.
- Commitment from Strategic Partners: When negotiating a business partnership, rather than relying on verbal agreements, ask the potential partner to commit resources, such as funding, personnel, or marketing support. If they’re unwilling to contribute, it indicates that the partnership may not be as valuable to them as initially believed.
- Internal Product Development: If you’re testing assumptions within your own company, implement the “Skin in the Game” Test by allocating a portion of your budget or development time to explore the assumption. If the initiative proves successful, it validates the need for further investment. For example, a startup might dedicate a small team to develop a prototype based on a key assumption, and if the prototype generates early traction, more resources can be committed.
- Customer-Driven Feature Development: In SaaS companies, you can use this test by asking customers to pre-pay for features they’ve requested before building them. If customers are willing to pay in advance, it signals that the feature is truly valuable to them. If they’re not, it may be an indication that it’s not as high a priority as other features or improvements.
Challenges and How to Overcome Them 🚀
Risk of Losing Trust: If you ask customers to pre-pay for a feature or product and fail to deliver, it can damage your reputation. To mitigate this, ensure that you have a clear plan for delivering on your promise and communicate transparently with customers about timelines, potential risks, and contingencies.
Limited Scope: Not all assumptions can be easily tested with a “Skin in the Game” approach, especially if the stakes are too high or the commitment required is unrealistic. In these cases, start with smaller, incremental tests. For instance, instead of asking customers to fully pre-pay for a product, you could ask for a refundable deposit or a smaller financial commitment.
Resistance to Early Commitment: Some customers may resist committing early, especially if they’re unsure about the final product. To overcome this, offer incentives for early adopters, such as discounts, exclusive features, or VIP access, to sweeten the deal and make them feel like they’re getting additional value.
Additional Example 🔎
Assumption: “People are willing to pay for early access to an online course.”
- Skin in the Game Test: Instead of launching the full course and hoping people buy it, you offer pre-enrollment with a discount for those willing to pay before the content is complete. If people sign up in advance, it’s a strong signal that there’s demand for the course content.
The “Skin in the Game” Test is an effective method for validating assumptions because it forces real-world stakes and consequences. By asking stakeholders—whether customers, partners, or even yourself—to commit tangible resources, you obtain honest, actionable insights into whether an assumption holds true. It accelerates decision-making, clarifies priorities, and increases accountability, making it a powerful tool for ensuring that your assumptions are rooted in reality and aligned with genuine demand or interest.
About the Author:
Desy Paunova
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