The framework's Market Problems box names three groups to interview. Which are they, and why does the third matter?

• ACustomers, prospects in the current pipeline, and analysts, because analysts see the whole market.
• BCustomers, competitors and partners, because all three touch the market.
• CCustomers, the sales team and the support team, because they are easiest to reach.
• DCustomers, recent evaluators, and untapped potential customers. The third group is the only source of information about problems the current positioning does not speak to.