CPM Market Research and Customer Insights 2

Question 1

What is a 'Jobs-to-be-Done' (JTBD) framework?

Accepted Answer

A framework focusing on the underlying job a customer hires a product to accomplish

Answer

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?

Accepted Answer

A systematic process for capturing customer needs, expectations, and feedback

Answer

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?

Accepted Answer

Net Promoter Score (NPS)

Answer

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?

Accepted Answer

Dividing a market into distinct groups with similar needs to target more effectively

Answer

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?

Accepted Answer

Observing customers in their natural environment to understand real behaviors and contexts

Answer

Ethnographic research involves observing users in their actual environments to gain authentic insight into behaviors that users may not articulate in interviews.

CPM - Certified Product Manager Practice Test

CPM - Certified Product Manager Practice Test

CPM Market Research and Customer Insights 2