See how the market responds before you invest more.
We test a specific assumption - about your offer, your audience or the way you reach them. Before we start, we agree how the results will be assessed, then we reach a selected audience and collect their responses. At the end, we present the findings and a recommendation for what to do next.
A test can serve two purposes at once: checking assumptions and generating sales conversations. When a contact expresses interest and meets the agreed criteria, we pass their details to your team with the context needed to continue the conversation.
When does it make sense to test an assumption?
A new offer
You have a new product or an updated offer and want to explore which audiences respond to it.
A new segment
You're considering entering a new segment and want to see how its buyers respond before scaling up.
How you reach people
You've settled on the offer and the audience, but you want to test the messaging or compare ways of reaching them.
Before scaling up
You're already running outreach on a small scale and want to assess whether the results justify a larger budget or a broader reach.
The scope can cover one area or several. Before we start, we agree what we're testing and how we'll separate the effect of each change.
From a question to findings and a recommendation.
We choose the sample size and test approach to suit the assumption being tested.
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01
The question
We agree what you want to find out, and which decision the results are meant to support.
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02
The plan
We select the audience, the channels and the messaging, and agree the criteria for assessing the results. If the test compares variants, we define what will differ between them. You approve the materials before launch.
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03
Observations
We contact the selected audience by email, on LinkedIn or through both channels, and record replies, questions, objections and non-responses.
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04
Findings and recommendation
We assess the results against the agreed criteria and present our findings and recommendation, explaining the evidence behind them and what remains uncertain.
If the results are inconclusive, we explain what is missing and what would be worth checking next.
Evidence to inform your decision.
Responses from the selected groups
A summary of how the selected audience responded to the offer and the messaging used in the test.
Objections and questions
A summary of the questions and reservations that came up in the replies.
An assessment of the assumption tested
What the collected data says about the assumption we were checking. If we compared variants, also whether the results allow any difference between them to be identified.
A recommendation
A proposed next step, with the reasoning behind it and the limits of the result.
What the test cannot establish
The test does not establish product-market fit or show how the entire market will respond. Findings apply to the audience and conditions tested. A lack of replies does not prove a lack of demand. We consider data quality, deliverability and execution when interpreting results, rather than attributing every outcome to the offer itself.
Your business context. Our work on the test.
Your team brings
- Context knowledge of the product and of what you've observed so far.
- The decision at stake the business decision the results are meant to support.
- Approval sign-off on the materials before launch.
- What happens next the business decision after the test.
MSGA prepares
- Assumptions framing the hypotheses and the criteria for assessment.
- Test design selecting the audience and how the test will be run.
- Delivery running the activity and collecting responses.
- Findings the analysis and the recommendation.
A test does not cover rebuilding the product or running representative market research. It is also not a commitment to work together afterwards.
Need someone to keep the outreach running as well? Explore outbound campaigns →
Tell us what you want to find out.
Describe the offer, audience or idea you want to test. Together, we'll refine the question and define the scope.