Droplet

Case Study

Droplet were struggling to sell their pioneering solution directly to their target user. Together with the client, we defined their core assumption as being:

"Those directly affected by the problem are most likely to buy the product."

We identified five customer profiles, each with an urgent interest in a solution to the problem, and by analysing a range of existing solutions established the following hypothesis:

"If you are susceptible to dehydration you will seek out a solution to protect against it."

Through a series of unbiased interviews we not only invalidated the assumption but established the reverse: those most at risk of dehydration are the least likely to recognise their situation.

This resulted in Droplet switching their route to market, selling to companies that support the elderly and not directly to them, saving the company over £100,000 in development and marketing.