Value Proposition Testing Using Indirect Customer Observation Method for Personafic

Abstract

Many new businesses fail in the early years of their establishment because they do not have a value proposition that address customer problems and needs or wants. When it happens, the value offered to the customer becomes irrelevant, and does not create value for the customer at all. As a new business, Personafic, a men's skincare brand from Indonesia, became the object of the research on value proposition testing in this research. In this research, the hypothesis of the value proposition was validated using the indirect customer observation method using ads and landing pages, and assessed based on customer actions, not words. Tests carried out are interest validation, preference validation and willingness to pay validation of the customer. The results of the test show that the value proposition related to skincare product ingredients is the most attractive and most relevant value to customers.