that a problem exists or other people have the same one you have AND that people will pay for it
<aside> ⚠️ Watch out for: usability testing establishes how usable a prototype is, and helps you learn how to improve that area. But it doesn't tell you how useful it is
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by exploring the problem space through generative/explorative research:
<aside> 🔍 Do as an existing business: Find blockers preventing you from getting from where you are (identify this through research too) to reaching your objective/desired outcome (these need to be set beforehand in a strategy)
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<aside> 🔍 Do as a new business: If you don't know what initial problem to solve at all, this is where you discover it
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<aside> 🎁 Outcome: The goal and purpose of generative research is being able to formulate, which problem we solve (for whom?) and why this makes sense.
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<aside> 🎁 Outcome: The goal of this phase is to have a good understanding of the context we provide a solution for, get the right solution ideas and thus come to informed solutions for the chosen problem stated in the generative research.
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<aside> 👨💻 After having identified a problem, understanding it and its context and the people around it, we can now approach people with our ideas and try to find out which work best and how to twist and turn them.
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<aside> ⚠️ But you really need to make sure that you know where you are and that do you not try to extrapolate insights for generative or explanatory research from what you do in these tests. This can happen by accident but is not the purpose of these tests and the accidental results would not be valid.
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<aside> 🎁 Outcome: With this kind of research, the goal is to know which solutions will work and if our solutions are getting closer to solving the problem we chose. In other words: Did we do enough explanatory research to come up with the right solutions?
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