Problem Validation might be the most important thing a product team can do. If you’re not building a product that solves a true problem for your target user group, you might as well not build it. This validation step takes place during the Problem Examination phase of the Behavioral Strategy Process. During this phase, the team conducts comprehensive research to understand the target user group’s life context, routines, habits, perspectives, and challenges.
The objective of Problem Validation is to confirm that the problem you aim to solve is both meaningful and motivating for your target audience. Failure to do so can result in a product that lacks market fit and ultimately fails. Various methods can be employed to validate a problem, including online research, surveys, user interviews, spend analysis, and landing page or copy testing.