Name the uncertain assumption
A polished campaign can make an untested offer look convincing inside the company. Write down who has the problem and what action you expect. An accounting practice might test whether growing agencies will pay for a monthly cash-flow review. That is a question the business can investigate. A general impression that the service sounds appealing is harder to act on.
Ask about recent behaviour
Interview people who resemble the buyer. Ask when the problem last happened, how they handled it and what it cost. Let them explain before presenting the solution. The Nielsen Norman Group guide to interviewing users offers interview guidance. See Jefze’s idea validation mistakes article for companion reading. Record contradictions as carefully as supportive comments.
Offer an honest next step
Test a defined consultation, paid pilot or early-access conversation with clear terms. Explain what exists and what is still being developed. A page can present the offer consistently, but page visits alone do not establish demand. The SBA market research guide can help frame alternatives, including manual work and doing nothing.
Decide what evidence changes the plan
Set a budget, time window and decision criteria before seeing results. State what would justify another test, a narrower audience or stopping. Keep the next investment proportionate to the evidence. Feed what you learn into the sales deck and channel plan. A handful of positive interviews can improve the offer without justifying a claim about the whole market.
Frequently asked questions
Do positive interviews prove demand?
Interviews can reveal problems and language. An appropriate real commitment provides stronger evidence than a stated preference.