Propositions help us systematically improve our understanding of what profiles in our market care about.
The purpose of propositions is to
To get started, you first need to create create a proposition. You can do this by going to the Team > Propositions, and selecting "New proposition".
A proposition is simply a collection of which profiles you think the people you plan to proposition identify with, and the preferred language of the people you plan to propositions.
In most cases you'll probably want to stick with one profile, but at an early stage where you have little to no information about your target market, you might want to experiment with several profiles in order to see which labeling the interviewees most identify with.
A proposition also allows you to select a proposer, meaning the person who is responsible for communicating the proposition to others. Usually, this will be yourself, unless you are constructing propositions on the behalf of others, i.e. the members of your sales or marketing team.
Setting a proposer helps keep track of which individuals are working on which propositions, and better understand the activity and data gathered by each proposer.
If you are interviewing people digitally (meaning you are sending them the consideration survey to reply for themselves), the proposer will also appear as the sender of chat-like messages in the consideration wizard, and will receive an email when someone signals their interest in a proposition.
If you have identified individuals who you want to consider your proposition, you can add these as a new consideration, giving their name and email address. This will produce a unique consideration wizard link in which the person will be greeted by name and you can see to which extent this particulare individual expresses interes in the proposition.
If you have not sourced particular suspects for a proposition, or you want to make available a public link (for instance on a web site) where anyone can provide their consideration, use the generic consideration wizard link.
Considerations are a way to collect feedback on the profiles and outcomes of a proposition.
The feedback collection is done through the consideration wizard.
The consideration wizard gives us the ability to collect feedback on which profiles and outcomes people actually identify with and care about.
The consideration wizard can be used digitally by the interviewee themselves (if you send them a link), or by a researcher calling to survey the interviewee.
Here's a screenshot from a step in the consideration wizard process:
The wizard consists of the following steps:
The interviewee selects which profiles they identify with.
The interviewee rates how important the outcomes associated with the profiles they've identified with are to them.
If they care at all about an outcome (meaning it has somewhat importance or higher), they are also asked to grade their current satisfaction with their ability to acheive the desired outcome.
The interviewee receives a summary of the outcomes they care about and signals their interest in being contacted again in the future.
The input provided by users when considering a proposition is available in different contexts. To learn more, check out Opportunity score.
Opportunity score is a tool that helps to
Opportunity score is the main metric in the Opportunity-Driven Innovation framework created by Anthony W. Ulwick, which aims at “making innovation predictable”.
The score is the result of an analysis of the gap between the importance that customers assign to the expected outcomes of a job-to-be-done, and how satisfied they are with their current solutions.
The formula looks like this:
Opportunity score = Importance + (Importance - Satisfaction)
Opportunity score is calculated based on the data collected by the Consideration feature.
As such, you have to be actively collecting input via the Consideration wizard in order for the opportunity score to appear in relation to the relevant outcomes and profiles.
Opportunity score is exposed in the platform in the following ways:
When listing the relevant outcomese of a consideration, each outcome contains a label signifying how relevant the outcome is to the interviewee. The opportunity score is displayed within the label.
These are the relevancy labels used depending on the opportunity score:
When viewing a profile, the outcomes that have been evaluated (as a part of consideration) include the opportunity score.
Here the opportunity score is presented as a percentage of what is possible in order to better compare the opportunity of different outcomes.
To view the outcomes in descending order of opportunity, select the opportunity view:
This helps you identify which outcomes have better resonnance (opportunity candidates) and which are considered less relevant and should be retired from the profile once you have sufficient confidence in the data.
When viewing a list of profiles, if the profile has one or more considerations, the total opportunity score of the profile is displayed on the profile card:
This helps you identify which profiles have better resonnance (opportunity candidates) and which are considered less relevant and should be rejected once you have sufficient confidence in the data.