A Discovery Survey is a tool to uncover customer insights by collecting detailed qualitative feedback through open-ended questions. This experiment focuses on understanding customer jobs, pains, and gains, helping teams refine their value propositions. It’s not suitable for validating actions but serves as an excellent method for initial exploration.
Cost
Relatively low-cost, utilizing free or inexpensive survey tools. Costs may rise if targeting specialized B2B audiences or hard-to-reach groups.
Evidence
It provides qualitative insights but only reveals what people say, not what they will do. The strength of the evidence improves when paired with other exploratory experiments.
Metrics
- Number of completed surveys.
- Common patterns or themes in responses.
- Words and phrases frequently used by customers.
- Number of people willing to be contacted after the survey
Success Criteria
- Identification of recurring themes in responses.
- Clarity on customer jobs, pains, and gains.
- Validation of customer segments through feedback.
- Ideally, around 10% of people willing to be contacted in the future.
Setup Time
Preparing the survey typically takes a few hours to a day, including writing questions and identifying the target audience.
Run Time
Depending on response rates, running the survey may take a few days to a couple of weeks.
Risk Categories
Ideal for testing the...
Business Model Canvas:
Customer Segments, Value Proposition.
Value Proposition Canvas:
Customer Jobs, Pains, Gains.
Setup
- Define survey objectives—what you want to learn.
- Identify the target audience and calculate sample size (assuming 10–20% response rates).
- Create a mix of open-ended and targeted questions based on your value proposition assumptions.
- Choose survey distribution tools (email, social media, etc.).
- Set clear start and end dates for the survey.
Run
- Distribute the survey to your selected audience.
- Monitor response rates and send follow-ups as needed.
Analyze
- Organize responses using Affinity Sorting to group recurring themes.
- Use tools like word clouds for visual analysis of common terms.
- Review findings with your team to prioritize themes for further exploration.
- Update your Value Proposition Canvas with the new insights.
Additional Information
Sample questions include:
- “When was the last time you experienced [specific scenario]?”
- “What options did you consider and why?”
- “If you could wave a magic wand, how would you solve this issue?”
These questions encourage detailed, actionable responses.