From a broad idea
to a useful question.
An illustrative product study showing the question, assumptions and a real-world next step.
Illustrative example · Hand-written · No study was run
The starting idea
“A cleaner home, with less waste.” A refillable household cleaner launching in California.
The study brief
Explore how the claim might be understood. Identify what needs explanation, including how refills work, the total price and what “less waste” refers to.
The selected audience
California. This is a geographic scope, not evidence of demand or a claim that residents share a preference.
A hypothesis worth testing
The phrase “less waste” may be too vague without a specific comparison. This is an illustrative hypothesis, not a simulated result or a measured objection.
A concrete next step
Show the original wording and a version with a substantiated comparison to real prospective buyers. Ask each person to explain the claim in their own words before asking which version they prefer.
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