When you do validation research before qualitative exploration, it can lead to frustration and confusion among your team. If ideas don’t perform up to expectations, validation tests often don’t have diagnostics to tell you why and more importantly, what to do about it.
Save your team time and money by using qualitative iterations with 10-25 consumers to ensure your target consumer understands and value your solution for your bulls-eye occasion or use case, before validating your research with a broader sample.