Overview
Method category: Evaluative market experiment
A Comprehension Test helps determine whether customers grasp your value proposition before assessing their interest level.
In GLIDR, you can run an Experiment to test ideas about a Value Proposition, test with representative customers, and document results as Evidence. During analysis, evaluate whether comprehension targets were achieved.
In Brief
This evaluative method tests whether customers understand marketing messages explaining the value proposition, eliminating false negatives where disinterest reflects confusion rather than genuine rejection.
Helps Answer
- Does the customer understand the value proposition?
- How could we explain the value proposition better?
Tags
Quantitative, Qualitative, Value proposition, Smoke test
Time Commitment and Resources
- B2C: 1-2 hours offline or 24 hours online
- B2B: Variable participant recruitment times
- Sample size: 10-20 participants
How To
- Write value proposition in 1-3 sentences
- Show proposition to participant briefly, then remove it
- Ask participant to explain it from memory in their own words
Interpreting Results
Positive results occur when participant explanations align reasonably with yours. A sample of 20 people with 80% positive conversion is recommended, as "the conversion has to be very high because regardless of what our value proposition is, people should understand it."
Note: Identical language patterns across participants suggest viable alternative marketing messages.
Potential Biases
- Confirmation Bias: Entrepreneurs may over-explain or nonverbally prompt correct answers
- Invalid Target Audience: Participants must match target customer language/vocabulary levels
- False Negative: Online survey distractions increase failure rates
Field Tips
"Run a comprehension test before a landing page test or you won't understand why it doesn't work." —@TriKro