Executive summary
A research pack for documenting and testing the assumptions behind a customer segment investment case before any option is appraised.
What is inside
What the research pack covers
The asset takes the segment profitability baseline and readiness findings and walks an analysis team through harvesting candidate assumptions, separating what is measured from what is believed, scoring each assumption for materiality and evidence strength, logging sources with dates and quality grades, and running targeted research on the assumptions that matter most, ending in a frozen assumption base.
- Scope: the five assumption domains behind a segment investment case: demand, cost to serve, benefits, alternatives, and uncertainty
- Separating observations from hypotheses in the segment evidence
- Writing assumptions in testable form with values, ranges, and owners
- Prioritizing what to research first, by materiality and evidence strength
- Building a dated source log the whole pathway can rely on
- Research methods matched to each question, with time and cost budgets
- An assumption freeze gate that hands a tested base to the investment case