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 survives contact with buyers.

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.03Market definition and target segmentsMapping needs to target markets, sizing the segments, and checking that the ones you choose are large enough to support the business the product has to become.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.05Positioning and messagingDescribing the product by the market problems it solves rather than the features it contains, then turning that internal description into messages written for one persona at a time.

Try a question from this domain

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

AFinance leads at multi-entity firms 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.

Start the set

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