Testing the Value Proposition

To recap, we are working on the development of The Chair Adapter, a children’s chair accessory that lets kids sit more comfortably at tables. It’s kind of like a better booster seat…

Kids sit around a table looking to camera. There are craft supplies on the table.
Peta tests the workshop format with a bunch of awesome kids.

The Chair Adapter is a brilliant product with an unparalleled value proposition. Don’t believe me? Well, unfortunately you’re not alone…

When we tell our target audience about The Chair Adapter some inevitably respond with the same scepticism. They question the value of making kids more comfortable at the dinner table when they never sit still anyway.

Now obviously this scepticism was hard to hear, but it did raise a good point. We had just assumed kids were uncomfortable at the dinner table because we were uncomfortable at the dinner table (we have dwarfism). But essentially, we couldn’t be sure that kids sat still long enough to care. We needed to test this.

We did this by running a number of crafty workshops with groups of 4 & 5 year olds. Half the kids were sitting on chairs with modifications that mimicked The Chair Adapter, and half the kids were just sitting on bog standard chairs.

Now, being way too small for standard furniture ourselves, we had a strong suspicion that a lot of what looks like kids fidgeting, was them actually trying to get foot and back purchase while sitting down. So we expected to see some different behavior from kids who were using modified chairs and those who weren’t, but what we saw surprised even us.

The kids who were using the modified chairs sat still for much longer than those without. They remained more focused on their tasks and were less likely to disrupt other students.

The behavioral differences were so stark that we began to worry that we’d just happened to put all the quiet kids on the modified chairs. So we swapped the kids around only to find that the formally quiet kids were now getting distracted a lot and climbing all over their chairs, and vice versa.

The results of the workshops were definitive, replicable and surprised both us and the early childcare professionals who had volunteered their time to help us out.

Now when parents argue that kids never sit still long enough to be uncomfortable on chairs, we have some pretty compelling evidence to suggest otherwise. Infact, our experiments have not only debunked that common misconception, but they have strengthened the value proposition of our product and inspired our product’s marketing message.

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