CPM Market Research and Customer Insights 2 — Questions and Answers
Question 1: What is a 'Jobs-to-be-Done' (JTBD) framework?
- A task management system for the product team
- A framework focusing on the underlying job a customer hires a product to accomplish (Correct answer)
- A HR framework for defining job roles
- A sprint planning methodology
Correct answer: A framework focusing on the underlying job a customer hires a product to accomplish
JTBD focuses on the functional, emotional, and social jobs customers are trying to get done, rather than on product features or customer demographics.
Question 2: What does 'voice of the customer' (VoC) mean in product management?
- A feature that lets customers control the product with voice commands
- A systematic process for capturing customer needs, expectations, and feedback (Correct answer)
- The marketing tagline created from customer testimonials
- An NPS survey tool
Correct answer: A systematic process for capturing customer needs, expectations, and feedback
Voice of the Customer is a research process that captures customers' stated and unstated needs, expectations, and perceptions to guide product decisions.
Question 3: Which metric measures how likely customers are to recommend a product to others?
- Customer Satisfaction Score (CSAT)
- Net Promoter Score (NPS) (Correct answer)
- Customer Effort Score (CES)
- Churn Rate
Correct answer: Net Promoter Score (NPS)
Net Promoter Score (NPS) measures customer loyalty and likelihood to recommend by asking 'How likely are you to recommend us?' on a 0–10 scale.
Question 4: What is 'market segmentation' and why is it important for product managers?
- Splitting the product development team into smaller groups
- Dividing a market into distinct groups with similar needs to target more effectively (Correct answer)
- Separating product features into categories
- Allocating budget across different departments
Correct answer: Dividing a market into distinct groups with similar needs to target more effectively
Market segmentation divides a broad market into groups with similar characteristics so product managers can tailor the product and messaging to each segment's specific needs.
Question 5: What is 'ethnographic research' in the context of product discovery?
- Research conducted by a diverse ethnicity group
- Observing customers in their natural environment to understand real behaviors and contexts (Correct answer)
- A statistical analysis method
- A form of A/B testing
Correct answer: Observing customers in their natural environment to understand real behaviors and contexts
Ethnographic research involves observing users in their actual environments to gain authentic insight into behaviors that users may not articulate in interviews.
Question 6: A product manager receives conflicting feedback: power users want advanced features, but new users find the product too complex. How should this be addressed?
- Always prioritize new user feedback
- Segment the product experience to serve both cohorts with tiered features or onboarding (Correct answer)
- Ignore power users since new users are more numerous
- Remove all advanced features immediately
Correct answer: Segment the product experience to serve both cohorts with tiered features or onboarding
Segmenting the experience with progressive disclosure or user tiers allows serving both new users' simplicity needs and power users' advanced needs simultaneously.
CPM Market Research and Customer Insights 2
What is a 'Jobs-to-be-Done' (JTBD) framework?