You interview five people about your idea. What should you write down?

• What you hoped they meant
• Only the answers you liked
• Exactly what they said

Which question could get a no and therefore teaches you something?

• Would you pay $5 for this pencil case?
• You love my pencil case idea, right?
• Tell me my pencil case idea is great?

If strangers will not even try your sample for free, that tells you nothing.

Circle one:   True   False

You want to test snack boxes for busy parents near your school. What is the best small test?

• Build a full shop first
• Ask your family if the idea is nice
• Offer samples plus a tiny paid trial

Why is what people have already bought stronger evidence than what they say they would buy?

• Talk is cheap but spending is real
• Buyers always praise new ideas
• Saying yes costs more than buying

You watch shoppers and count that 2 in 20 stop at the juice stand. What does watching add beyond asking?

• Real behaviour, since people act messier than they describe
• Nothing, asking is always enough
• A bigger crowd around your notebook

Two founders test bookmark designs. Ana asks five strangers plain questions and offers a $1 trial. Ben asks friends who all say nice things. Whose evidence is stronger?

• Ben, because friends tell the truth
• Ana, because strangers plus paid trials reveal demand
• Both, because all opinions weigh the same

Before asking anyone, what should you decide in advance?

• The exact praise you want to hear
• What result would make you drop the idea
• How to argue with every no