We start by defining the scope of what we’re testing. If we’re validating a new venture’s messaging, we’ll focus on key value propositions, pain points, and customer benefits. If it’s a digital experience, we’ll test how users expect to navigate and categorise information. We recruit a group of target customers—typically 15 to 20 participants—who closely match the ideal audience. Each participant is given a set of predefined category cards along with blank cards so they can create their own labels. During the session, we guide them through a structured mapping exercise, asking them to explain their thought process as they arrange the cards. This not only helps us see where things fit naturally but also exposes any confusion or inconsistencies. After running multiple sessions, we analyse the results, looking for recurring patterns in how customers group information. These insights help us refine how a product, service, or experience is presented—whether that means adjusting navigation in a digital product, repositioning a value proposition, or rethinking feature prioritisation.
We start by defining the scope of what we’re testing. If we’re validating a new venture’s messaging, we’ll focus on key value propositions, pain points, and customer benefits. If it’s a digital experience, we’ll test how users expect to navigate and categorise information. We recruit a group of target customers—typically 15 to 20 participants—who closely match the ideal audience. Each participant is given a set of predefined category cards along with blank cards so they can create their own labels. During the session, we guide them through a structured mapping exercise, asking them to explain their thought process as they arrange the cards. This not only helps us see where things fit naturally but also exposes any confusion or inconsistencies. After running multiple sessions, we analyse the results, looking for recurring patterns in how customers group information. These insights help us refine how a product, service, or experience is presented—whether that means adjusting navigation in a digital product, repositioning a value proposition, or rethinking feature prioritisation.
