Choosing the right experiment can unlock fast clarity on what your customers actually want—before you build, launch, or scale. Here’s how to prioritize your experiments, whether you’re validating a brand-new idea or optimizing an existing product.
For New Product Ideas, Concepts, or Startups
Start by testing viability and resonance—not features.
1. Concept Test → Should we build this?
Before writing a single line of code, run a Concept Test to learn which ideas or offers get real interest. It’s a fast way to validate demand and identify your Ideal Customer Persona (ICP) without a full build.
Use it when: You’re evaluating multiple product ideas, new offerings, or early-stage concepts.
2. Value Proposition Test → How should we position it?
Once you've honed in on a promising idea, a Value Proposition Test helps you package it. Test different combinations of audience, outcome, and benefit to find the positioning that drives the most engagement.
Use it when: You’re preparing to go to market and want to land your first big hook.
3. Benefit Preference Test → What matters most to early adopters?
Now that your core positioning is working, use a Benefit Preference Test to discover which benefits drive the most attention and interest—so you can focus your messaging on what makes people care.
Use it when: You want to fine-tune copy, landing pages, or investor decks.
4. Feature Test → What should we build next?
Finally, run a Feature Test to prioritize development. Learn which features your audience values most—before you commit time and resources.
Use it when: You’re shaping your MVP or roadmap based on actual demand.
For Existing Products or Services
Start by making sure you're leading with what your market actually cares about.
1. Benefit Preference Test → What benefit should we lead with?
Even strong products underperform when they focus on the wrong value. A Benefit Preference Test tells you which specific benefits resonate most with your current or target audience.
Use it when: You’re refreshing your messaging, launching a new campaign, or trying to boost conversions.
2. Value Proposition Test → Does our positioning still work?
Test your full value proposition—audience, benefit, and outcome—against new variations. A Value Proposition Test helps you evolve your message as the market matures.
Pro tip: Include your current messaging to benchmark it against new ideas
3. Feature Test → What should we double down on?
Run a Feature Test to see which features drive the most interest. Use the results to guide your roadmap, surface hidden value props, and focus your sales pitch.
Use it when: You’re planning your next release or revamping onboarding and enablement.
Keep Testing. Markets Change. So Should Your Marketing.
Testing isn’t just for launches. Customer needs shift, competitors evolve, and what worked six months ago might fall flat today. With Heatseeker, you can stay in sync—always learning, always improving.