To get your impact startup on the road to success, you should make sure that your problem and target group analysis is solid and well-founded. Here we show you how to validate the collected data — i.e. how to repeatedly revise and adapt it, use findings in a structured way and ensure that your solution is well aligned with the needs of your target group.
You’ve come to the right place if …
- you want to found an impact startup or are already in the middle of it with your team.
- you have collected relevant data on the problems and challenges of your target group and stakeholders.
Not quite ready yet?
Then select the appropriate chapter here
This chapter helps to …
- to test and question your assumptions.
- validate your data collection.
- to proceed in a structured and efficient manner.
Validate assumptions for understanding the problem
With the following four steps, you can sharpen your problem analysis and develop your solutions precisely.
1. sort your interview data and form clusters
Collect and note down all statements, observations and quotes from the interviews on post-its or in digital notes.
Group similar statements and identify recurring themes and patterns. By forming topic clusters, you can divide insights into categories that help you prioritize and identify which needs of the target group require the most action. For example, you can find out whether certain challenges were mentioned particularly often or whether there are commonalities in the behavior of your target group.
2. check your assumptions critically
Check the assumptions you have made about the problem and the target group. Do the statements from the interviews match your research and your considerations?
3. update your problem tree and your social change matrix
Complete and update your problem tree and your social change matrix with the validated findings about the problem and your target group from the interviews. You now have a well-founded problem analysis, e.g. for your communication.
4. creates a target group profile
To create a target group profile, you can either use personas or the leaner version of the value proposition canvas.
Personas are representative profiles that help to better understand the target group and develop solutions tailored to their needs. You should consider the following points for each persona:
- Give the persona a (fictitious) name and an image to make it more tangible and human.
- Determines age, gender, level of education, occupation, place of residence and income.
- Describes the behavior pattern, e.g: What technologies does she use?
- Describes what goals the persona is pursuing and what needs it has.
- Note which challenges and pain points are relevant for the persona.
- Identify motivations and values: What drives the persona and what is important to them?
The value proposition canvas can also be helpful to ensure that your solution is precisely tailored to the needs of your target group. To do this, we first look at the side of the target group (customers) — later in the solution design we complete the tool with the offer side.
On the left-hand side, write down the challenges (pains) that your target group faces and which improvements will help them. On the right-hand side (circle), write which solutions your impact startup offers to support the target group. In this way, you can compare the challenges of the target group with your solutions and check whether they actually offer added value.
Next chapter: Solution Design
The social problem is clearly described, you can clearly name the causes and have analyzed the effects .
In addition, you have developed a deep understanding of the needs and challenges of your target group . You also have a persona or a representative profile of your target group. If all of this applies, you can move on to solution design move on.
If not, no problem: The best thing to do is to go through the problem, target group and stakeholder analysis again. This will ensure that you have a solid basis.
Can’t get any further? Maybe the ese 6 tips.
Tips for successfully completing the problem, target group and stakeholder analysis
Take enough time
Resist the urge to rush to solutions. Allow enough time for a thorough problem analysis, but don’t get lost in the details. Based on the Pareto principle, we recommend a 90:10 rule, i.e. 90% certainty, 10% flexibility.
In-depth stakeholder analysis
Conducts more detailed interviews with potential stakeholders. Observes the behavior of the target group in real situations.
Revise problem formulation
Critically question your original assumptions. Reformulate the problem from different perspectives. Use methods such as the 5 Why technique to identify underlying causes.
Diversify validation methods
Combine qualitative and quantitative research methods. Conduct experiments to test your assumptions.
Analyzing the systemic context
Considers the broader context and possible external influencing factors. Analyzes the entire ecosystem around the problem.
Stay flexible
Hold on be prepared to revise your original assumptions . Remain open to new findings that might challenge your previous view. Compare your data with industry benchmarks or studies.