Market Engagement Hypothesis
Market Engagement Hypothesis
A Market Engagement Hypothesis (MEH) is a statement that articulates your core belief about how the market will engage with your product idea. It's the starting point for all your testing and validation efforts.
The MEH should answer the following questions:
- Who is your target market?
- What do you expect them to do? (e.g., buy, use, recommend)
- How often do you expect them to do it?
A good MEH is:
- Clear: It should be easy to understand and unambiguous.
- Testable: You should be able to design an experiment to validate it.
- Expressed with numbers: Whenever possible, quantify your expectations.
An example of a fuzzy MEH is: "A lot of people will use our new app."
A better, more testable MEH would be: "At least 10% of college students will use our new app at least once a week."
The MEH is a critical tool for focusing your thinking and guiding your testing. It's the first step in turning a vague idea into a testable hypothesis. This is further refined with the XYZ Hypothesis.