Domain 2 of 4

Market Problems and Discovery

Finding urgent, pervasive problems in the market, running win and loss interviews, defining the market and its segments, building buyer and user personas and turning problems into positioning that a buyer recognises.

Concepts

~30%

Of the exam

Practice questions

Concepts in this domain

01Market problemsA problem held by many people in a defined market, stated without a solution attached, and qualified on urgency, pervasiveness and willingness to pay.02Win and loss analysisInterviews with people who recently evaluated the product, whether they bought or not, to find out what they compared, what decided them and what they were actually trying to solve.03How to Define a Product Market and Identify Customer AlternativesDefine a market by customer, problem, buying context and alternatives before choosing a target segment or estimating market size.04Buyer personas and user personasTwo separate archetypes for two separate jobs. Buyer personas describe who decides to purchase, user personas describe who has to live with the result.05Product Positioning and Messaging: From Alternatives to a Clear Sales StoryDefine competitive context and translate it into credible messages for buyers and users. Includes a positioning workflow and a worked maintenance example.

Try a question from this domain

Which of these is written as a market problem rather than as a request?

AFinance leads at firms with multiple entities spend two days each month reconciling figures from three systems before the board pack, and errors found late require the pack to be reissued.
BCustomers need a bulk export button on the reporting screen.
CThe reporting module needs modernising to match competitor capabilities.
DUsers want faster reports.

15 questions on this domain.

One per page, with a worked explanation.

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