8 entries · 10-question category quiz
Market & Customer Understanding
Understand who your customers are, what they need, and what makes them choose.
Start with your question
Choose a target audience
Segmentation–Targeting–Positioning (STP) Framework →
A chosen segment and a clear basis for positioning.
Understand why customers switch
JTBD Switch Interview Method →
Evidence of the forces and triggers behind a purchase.
Recognise best-fit accounts
ICP Development Methodology →
An evidence-based ideal customer profile and account-fit criteria.
The complete topic
All 8 entries
Segmentation–Targeting–Positioning (STP) Framework
Use this when you need to choose a customer segment before deciding how to position your product.
Complete Product Experience Framework
Use this when your customer experience is not living up to your marketing promise.
Product Development Stage Framework
Use this when you need to know what PMM should contribute at each stage of product development.
Voice of the Customer (VoC) Programme
Use this when customer feedback is scattered and you need a repeatable way to turn it into decisions.
JTBD Switch Interview Method
Use this when you need to understand what caused a customer to leave an old solution and choose a new one.
ICP Development Methodology
Use this when sales needs a practical way to recognise and prioritise best-fit accounts.
Sean Ellis 40% Test (PMF Survey)
Use this when you need to assess how strongly a customer segment depends on your product.
MAP Model (Measure, Analyze, Prioritize)
Use this when you need to decide which of your existing customer segments deserves more investment.
Market & Customer Understanding: put it into practice
Ten scenarios to help you choose the right method and recognise when to use it.
10 practical scenarios. Choose an answer, explore the reasoning, and revisit the guide whenever you need.