Questions + Hypotheses

As you gather information about your market and form a strategy around how to expand your product, you want to think in terms of Hypotheses and key questions. These will help you prioritize, clarify, and structure the information you collect, while also illustrating where more work needs to be done.

Hypotheses (Tops down approach): What presupposed conclusions do you believe to be true, based on what you know about the space you're working in or what you are seeing in the data? This could be based on numerous sources - your understanding of other things happening around your company, things you've heard from your users, notes you've read, or things you did in previous positions at other organizations - but your hypotheses should be focused on the "so what". It's important to state your hypotheses so you can prove or disprove them with data and research.

Key Questions (Bottoms up approach): Should be based on what's missing from or unclear in the dataset that you're working with. What do you need to understand that the numbers aren't revealing? What trends do you need to dig deeper on? Questions sometimes drive you towards proving or disproving a hypothesis, but they don't need to.

Questions

How does news consumption vary across different South Asian ethnic groups and generations?

What community issues are most important but get little or no media coverage?

How do different age groups within the South Asian community in New Jersey interact with various types of media?

How can we increase civic participation among young professionals in the community?

What partnerships could extend our reach and credibility?

What preferences exist in terms of content format (e.g., text, video, podcasts) among Central Desi’s audience?

How could potential partnerships with local organizations or businesses enhance Central Desi’s content and reach?

Hypotheses

Central Desi’s audience primarily relies on digital platforms for news and information, with a preference for content that reflects their cultural identity

There is a significant interest in local news and events that directly impact the South Asian community, which is currently underserved.

Younger members of the community prefer multimedia content (like videos and podcasts), while older members favor traditional articles and newsletters.

The primary barriers to civic participation include a lack of information in accessible formats and limited representation in mainstream media.

Events and social causes attract wide appeal for participation

Collaborations with local South Asian businesses and cultural organizations can increase audience engagement and community relevance.

Existing subscribers desire more interactive content, such as Q&A sessions, forums, and community events, for deeper engagement with Central Desi.

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