QIdea
Test your idea with real people.
QIdea gives you three weeks to talk to people who might have the problem you want to solve, then tell us what you found out.
QIdea is Queen Mary’s entry-point programme for student and graduate entrepreneurs, run by QUEST. Have an early idea for a business, social enterprise, freelance work or community project, or just curious? You have three weeks to talk to people who might have the problem, then tell us what you found out.
It is not a pitch contest, and you do not need a finished plan. We reward the idea that has been questioned best. Changing or stopping your idea because of what you heard is a good result.
Not sure whether you have an idea yet? You can still take part. Start with the problem you want to look into and see where the conversations take you.
- Who can apply: any Queen Mary student or recent graduate
- Time needed: about 30 minutes once your notes are ready
- When to apply: at any point before the deadline. There are no sessions to attend.
- What you gain: a clearer view of what people really need and whether your idea works, plus evidence of skills employers ask for and real examples to use in interviews. See frequently asked questions below
Judging
- Judges read your written answers and score them against a scoring guide.
- They include experienced founders, alumni entrepreneurs and enterprise educators.
- They are bound by confidentiality, including non-disclosure.
- Scores are compared across mentors to keep marking consistent.
- Results are announced on 16 November.
Prizes
- Up to 8 applicants receive mentoring or professional business coaching from an expert.
- Every applicant receives a tailored roadmap of next steps, including Queen Mary funding programmes where relevant.
Talk to people before you apply. Ask about the last time they had the problem, not whether they like your idea.
Then use the guidance and all 24 questions below to prepare. Not sure what a good answer looks like? See two example applications on QUEST QMPlus page.
More information
People are kind. If you pitch your idea, they will say “great idea”, and that tells you nothing. Ask about their life instead (an approach from The Mom Test by Rob Fitzpatrick).
- Talk about their life, not your idea.
- Ask about the past, not the future.
- Listen more than you talk.
| Instead of | Try |
|---|---|
| Would you use this? | When did you last have this problem? What did you do? |
| Would you pay £5 for it? | What do you spend on this today? |
| Is my idea good? | What have you tried so far, and what happened? |
Who to talk to: your potential customers. Picture one real person with this problem, not “everyone”, and think about where they spend their week. Then try:
- In person. This is best, because you see how people react and can ask follow-up questions.
- Your network. Ask “Do you know anyone who…?”
- Introductions. Someone you trust can introduce you, which gets more yes answers than a cold message.
- Online groups. Facebook, LinkedIn and WhatsApp groups can work well. Ask the group admin first, and post a short, honest request for a chat, for example “I am a QMUL student researching how people [do X]. Could I ask you a few questions?” Never post your idea, because that turns the request into a pitch.
If you cannot meet in person, a video call is the next best option. Written messages are the weakest, because you lose the follow-up questions. Friends and family count only if they really have the problem.
Notes: ask “Is it OK if I make a few notes?” and do not record (people are less inclined to talk if you record them). Write notes straight afterwards: who and when, the last time it happened, what they did, tried or paid for, what surprised you, and one thing in their words.
Keep people private: no names. Use role and situation, for example “a café owner in Canary Wharf”.
Word limits apply, so draft your answers in a document first and paste them in.
We are looking for three conversations. If you only manage one or two, please still apply: conversation 1 is required, and conversations 2 and 3 are optional. We will support you whatever stage you are at, and you will still develop the skills and attributes.
Your idea
- In one sentence, what is your idea? Required (25 words max)
Your conversations (up to three, role and situation only, no names)
- Conversation: who and when. Required (40 words max)
- Conversation: what they told you. Required (100 words max)
Who is it for?
- Who did you think had this problem when you started? Required (40 words max)
- After talking to people, who do you think has this problem now? Required (60 words max)
- Roughly how many people are in that group, and how do you know? Optional ( 40 words max)
The problem
- What problem do they have? Describe one real time it happened. Required (100 words max)
- How do you know it is not just one person’s problem? Required (60 words max)
Other ways people solve this
- What do people do about this problem today? Required (100 words max)
- What would make someone choose your idea over what they do now? Required (50 words max)
How could this be paid for?
- Which way do you think is most likely to pay for your idea? Required (choose an option)
- Why do you think this is the most likely way? Required (50 words max)
- What is the cheapest, quickest way to find out whether people really want this? Optional (80 words max)
Your team
- Who is on the team, and what can each person do? Required (40 words max)
- What skill or help is missing to get this idea to the first person who would use it? Optional (40 words max)
What you found out (the most important section)
- Looking back, what did you take for granted at the start, and was it true? Required (80 words max)
- What are you changing or stopping, and why? Required (80 words max)
Tips: describe a real moment in your conversation answers. “Everyone” is not an answer for who it is for. A best guess is fine if you say it is a guess. Stopping is allowed.
Keep people private. No names. Role and situation are enough.
Make it real. Every conversation and every link is one you really had or checked. A guess is a fine answer. A made-up source is not.
Use AI if it helps. It can help you practise your questions, tidy your notes, and draft and shorten your answers. Only people can tell you whether anyone has this problem, whether they would choose your idea, and whether it is worth your time. Your idea, your conversations and the facts must be your own.
Examples. Example applications shows two made-up applications so you can see what we expect. Please do not copy them.
What skills and graduate attributes will I gain?
You will practise skills that carry over to any career: asking good questions, listening, testing your own assumptions, writing concisely and making decisions from evidence. These line up with the Queen Mary Graduate Attributes, whether or not your idea goes further. Here is where each one shows up in the application.
- Innovate and problem solve: you define a real problem (question 13), think about what would make people choose your idea (16) and work out a cheap way to test it (19).
- Communicate: you ask good questions and listen in real conversations, then explain your idea in one sentence (3) and write clearly within tight word limits.
- Take responsibility: you arrange and carry out your own conversations, work with your team (20) and meet the deadline.
- Be flexible: real people will surprise or contradict you. You decide what to change or stop (23).
- Value yourself: you reflect on what you took for granted and what you learned (22), and name what you and your team can do and what is missing (20 and 21).
- Apply expertise: you can use what you already know, from your course, your work or your own experience, to spot a problem and judge whether an idea could work.
- Engage critically: you test your own assumptions against evidence, check whether a problem is shared by more than one person (14) and look at what people do today (15).
- Act ethically: you ask permission before taking notes, keep people anonymous, report only conversations you really had and use AI honestly.
How can QIdea help with my CV and job interviews?
Interviewers often ask “tell me about a time when you…”. QIdea gives you real answers, because in three weeks you pick a problem, test your own assumptions with real people, find out something you did not expect and decide what to change. Each part of the application gives you an example you can use:
- Problem solving: you tested an idea with potential customers and used what they told you.
- Communication: you explained your idea in one sentence, ran real conversations and wrote clearly within word limits.
- Initiative and responsibility: you set up your own conversations and met a deadline.
- Adaptability: you changed or stopped your idea because of what you heard.
- Critical thinking: you checked what you believed against evidence.
Keep your notes and a copy of your answers, especially questions 22 and 23. They are ready-made examples for CVs, applications and interviews.
Is my idea too early to apply?
No. QIdea is designed for early-stage ideas, and you do not need a finished plan. Talk to at least one person who might have the problem, then complete as much of the form as you can.
I do not have an idea. Can I take part?
Yes. Pick a problem you care about and start by talking to the people who have it.
Can I apply as a team?
Yes. List your team in question 2. One person submits the form.
I do not have a team. Does it matter?
No. You can apply on your own, and many ideas start with one person. In question 2, say you are applying alone. In question 20, tell us what you can do, and in question 21 tell us what skill or help you are missing.
Are freelance and social enterprise ideas welcome?
Yes. Business, social enterprise, freelance and community ideas are all welcome.
Do I have to attend any sessions?
No. You can use this page and the example applications at any time.
Can I submit before 4 November?
Yes. You can apply at any point.
Who can I ask for help?
Email quest@qmul.ac.uk.
What comes next?
After QIdea, apply to QIncubator.