Market Research & Customer Discovery Flashcards
6 cards from real Product Management Certification Program practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 6 Market Research & Customer Discovery flashcards as text
What is the purpose of a 'smoke test' or 'fake door' experiment?
Answer: To gauge demand for a feature before building it by presenting it as available and measuring interest
A smoke test or fake door experiment presents a feature or product to potential customers as if it exists and measures clicks or sign-ups to validate demand before investing in development.
What does 'Net Promoter Score (NPS)' measure?
Answer: The likelihood that customers will recommend the product to others, reflecting overall satisfaction and loyalty
NPS measures customer loyalty by asking how likely they are to recommend the product on a 0–10 scale, segmenting respondents into Promoters, Passives, and Detractors.
What is 'market segmentation' in product strategy?
Answer: Dividing a broad market into distinct subgroups of customers with similar needs or characteristics
Market segmentation divides a heterogeneous market into homogeneous groups so the product can be targeted and positioned more effectively for each segment's specific needs.
What is a 'concierge MVP' in product discovery?
Answer: Manually delivering the core service to a small set of customers to validate the concept before automating it
A concierge MVP involves doing the job manually for early customers to test whether the service delivers value, before investing in the technology to automate it at scale.
In customer research, what is 'affinity mapping' used for?
Answer: Organizing raw research data (notes, quotes, observations) into themes to identify patterns
Affinity mapping involves clustering research data into related groups to surface common themes, insights, and patterns from large volumes of qualitative data.
What is the 'Lean Startup' concept of 'validated learning'?
Answer: Empirically demonstrating knowledge gained through real-world experiments that test specific hypotheses
Validated learning means using experiments and data to prove (or disprove) whether your assumptions about customers and the market are correct, not relying on opinions.