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Hypothesis "We believe that"Beliefs Wedge AudienceEverything you know Exit Criteria "We will have conviction when"Test DesignFindingsStatus
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We believe that people who want to insulate their homes are having a tough time because they have to deal with too much back-and-forth with the contractor and have to let them into their homes just to get a quote
1. Pain Points: Back and forth and scheduling a visit are problems that others have faced as well.

2. Impact on Decision: The frustration is big enough that it impacts consumer decision making and leads to cart abandonment.

3. Contractor Challenges: Contractors also find the lead qualification process time-consuming.
Home owners who are motivated to insulate their homes for energy savings in large U.S. cities with cold climate 1. Home insulation is growing at X% per year

2. More contractors are getting trained on insulation

3. Government has announced rebates which might accelerate adoption

...
We will have conviction when:

1. 5 consumers who've recently gotten or tried to get insulation for their home tell us that their experience was frustrating and scheduling was a pain.

AND

2. 5 contractors tell us that lead qualification is a time sink		1. Qualitative interviews with at least 5 consumers and 5 contractors.

2. Call 5 additional contractors, pretending to be a customer looking for a quote		TBDIn-progress
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