New Offering Survey Experiment

My Role:

• Survey design

• Survey programming & recruiting

• Survey analysis & reporting

Phases: Validation

Duration: 2 weeks

Date: December 2022

Background

Based on insights from qualitative research that finding a contractor was the least satisfied job-to-be-done across converted and churned homeowners, the team developed a hypothesis for a new homeowner offering and pro forma financial model.

However, the team sought to validate that this new offering could increase conversion before investing the resources required to build the product and bring it to market.

Objective

Conduct a survey-based test for a new offering concept to validate its impact on homeowner conversion compared to Block’s current offering. 

Specifically, we sought to validate that our concept for a new offering would result in 2x conversion compared with Block’s current offering.

Survey Design

Developed a survey protocol to mimic the real-world experience of a homeowner moving through Block’s sales process to increase the accuracy of test results, including working with the design team to generate visual stimuli and the finance team to determine accurate pricing for the two concepts based on a pro-forma financial model.

Survey Programming & Recruiting

Programmed the survey logic and recruited 320 homeowners who met the target participant criteria using Conjointly, a survey research platform.

Survey Analysis & Reporting

Analyzed survey results to understand the desirability of each offering before the price was shown and willingness to pay after the price was shown to inform a recommendation on whether to test the new concept in market.