Event

In this type of test, potential users of the solution are invited to a specific location to interact with the creators of the solution and potentially test aspects of it. This is used to test the attractiveness of the value proposition and as a means to get face to face feedback for (parts of) the solution.

Events are useful throughout the testing process. You can begin your development of an innovative offering by inviting potential customers to a needs assessment workshop or later bring them together to present your proposed solution and get direct feedback. Events are particularly interesting as a test format when the customers need to experience the solution physically. At the event itself, you can choose to lead the event from a center stage and gather feedback from the audience or allow them to explore your offering and observe their interaction with the offer, or a combination of both. Another interesting format is to participate at a public event, like a fair, hackathon, or public pitch event. Here, you can show your idea or offer to potential investors, peers, and other companies to get their feedback on your offering’s potential value.

Helpful Tips

Activate the respondents: If you don’t offer compensation or require an attendance fee, chances are high that a lot of registered participants will not show up to your event. If neither option is available, activate them by requiring them to fill out a questionnaire or something similar to register, so that the audience already has a time investment in their participation.

Find the right location: Events are best held exactly where your proposed solution would be used. This makes your test more realistic and the feedback more useful.

Talk to everyone: Not all people at the event will be potential customers. Use this format to get in contact with as many stakeholders as possible, understand their thinking, and gather all the feedback you can get.

Combine with other test formats: An event should always be accompanied by a physical test format, either a (Toy) Prototype, a Concierge Test or a Piecemeal to make participation more attractive and your event more fun.

Use existing offers: Oftentimes, it might be enough to participate in public events instead of completely organizing one yourself. While the exposition is lower, the costs are too. Fairs are a common way to do this – but make sure you stand out and attract enough attention to gain sufficient feedback.

Robotiq, a Canadian sensor startup, hosts their own user conference, and participates in trade fairs all over the world, to let key partners and potential users interact with their solutions and receive in-depth feedback and media attention.

How to Guide

First, decide on the format: lectures by thought leaders, peer-to-peer events, trips, masterclasses, networking events, classical conferences, trade fairs, webinars or pitch events. Decide whether you want to host it yourself or want to participate.

Promote the event via the right channels based on your previously gained insights and run/participate in the event. Focus on having as many unstructured conversations with attendees as possible in addition to the formal agenda.

Document the insights gained by the attendees. Follow up with a survey to quantify the findings and use photos, blog posts, and videos from the event to promote the offering even more.