Customer Research Practice Exam

Question 1 Customer Research

What is a Net Promoter Score (NPS) and what does it measure?

A statistical calculation that estimates the sample size needed to detect a given effect size with a chosen confidence level and power. It is used to plan quantitative studies, not qualitative ones. A specific touchpoint where the customer forms or updates their opinion of the brand, often disproportionately influencing satisfaction, conversion, or churn (e.g. first use, support call, renewal). The plus-or-minus figure (e.g. ±4%) that describes how much survey results are expected to vary from the true population value, usually at a 95% confidence level. NPS is a survey metric that asks how likely a customer is to recommend the product (0–10). It is calculated as %Promoters (9–10) minus %Detractors (0–6) and is used as a proxy for loyalty and growth.

Question 2 Customer Research

What is the difference between a persona and a user segment?

Primary research is collected directly from customers for the current question (interviews, surveys, usability tests); secondary research is existing data such as industry reports, prior internal studies, or public benchmarks. A research method where a not-yet-built feature is advertised (e.g. on a landing page or in-product) and demand is measured by click-through or signup rate, used to gauge interest before building. Affinity mapping groups observations into themes so patterns emerge more clearly during synthesis. A segment is a real group in the data, defined by shared attributes; a persona is a narrative composite built from real segment members to make that group memorable and actionable.

Question 3 Customer Research

What is an A/B test in customer research?

A meeting that aligns stakeholders on the research question, methods, sample, timeline, deliverables, decision it will inform, and what is explicitly out of scope — to prevent mid-study scope creep. A controlled experiment where users are randomly assigned to two (or more) variants of a product, message, or flow, and a defined outcome is compared to determine which performed better and by how much. A psychometric scale (commonly 5- or 7-point) where respondents indicate agreement, frequency, or satisfaction. Even-numbered scales force a direction; odd scales allow neutrality. A trial run of the interview guide with a representative participant, used to surface confusing wording, missing probes, time overruns, and ethical issues before the real study.

Question 4 Customer Research

What is a Kano model and how is it used in research?

The probability, assuming the null hypothesis is true, of observing data as extreme as what was collected. By convention, p < 0.05 is often used as a threshold for declaring a result "statistically significant." Customer discovery is early-stage research focused on validating whether a meaningful problem exists and for whom. The Kano model categorizes features by customer satisfaction impact: basic (expectations), performance (more is better), and delighters (unexpected positives). Research classifies each candidate feature into a category. Preference testing compares options, such as designs or messages, to see which users favor and why.

Question 5 Customer Research

What is a workaround in customer research?

Fresh evidence is more likely to influence priorities and decisions when it is circulated while the topic is active. Statistical significance means the observed difference is unlikely due to chance; practical significance asks whether the effect is large enough to matter for the business, the user, or the design decision. A specific behavioral or attitudinal signal that, when present, sharply raises the probability of churn within a defined window (e.g. login frequency dropping below once a week in a SaaS product). A improvised process, tool, or behavior a customer invents to get a job done when existing solutions are inadequate. Workarounds are a strong signal of unmet needs.

Question 6 Customer Research

What is an insight?

A structured conversation used to understand needs, context, workflows, frustrations, and decision criteria. Back every claim with the underlying evidence — a quote, a clip, a chart of the data — so stakeholders can judge strength and re-derive the conclusion rather than just trusting the researcher's summary. An insight is a meaningful conclusion that explains customer behavior and suggests how the team should act differently. An Institutional Review Board (or equivalent) reviews research involving human participants to ensure risks are minimized, consent is informed, and vulnerable populations are protected, especially in academic and medical contexts.

Question 7 Customer Research

What is a research repository?

The tendency for respondents to agree with statements regardless of content. It inflates positive scores on agree/disagree scales and is countered by reversing some items or using forced-choice formats. A single metric that best captures the value the product delivers to customers and is leading-indicator correlated with long-term business health; it is used to align research, design, and growth work. A repository is a shared system where notes, recordings, tags, and insights are stored for reuse. Studying only customers who remained (survived) and ignoring those who churned or never adopted, which can make a product look much better than it is for the average or failing experience.

Question 8 Customer Research

What is a tree test?

A unmoderated research method that evaluates a proposed information architecture by giving participants tasks and measuring whether they can find the right category using the navigation labels alone. The cadence at which a team produces fresh, decision-quality evidence. Low velocity leads to decisions made on stale or no data; high velocity requires lightweight methods, reusable instruments, and a strong repository. A survey metric asking how easy it was for the customer to get something done (e.g. resolve an issue). Lower effort is associated with higher retention and referral. Must-be quality is something customers expect by default and are dissatisfied without; attractive quality delights when present but is not expected. Each behaves differently in surveys and competitive comparisons.

Question 9 Customer Research

What is a "double-barreled" survey question?

Affinity mapping groups observations into themes so patterns emerge more clearly during synthesis. A segment whose current problem is so urgent and costly that they actively seek out and pay for solutions. The strongest signal of a real market opportunity. A question that asks two things at once (e.g. "Was the support agent friendly and knowledgeable?") so the respondent cannot answer meaningfully. It should be split into two questions. A short survey sent to customers who have canceled or stopped using the product, asking the reason and what could have changed their decision. Useful when the response is voluntary and unbiased, and when paired with behavioral data.

Question 10 Customer Research

What is "scope creep" in a research project?

A survey metric asking how easy it was for the customer to get something done (e.g. resolve an issue). Lower effort is associated with higher retention and referral. Uncontrolled expansion of the research question, sample, or methods after the study has started, usually because a stakeholder adds a "while you're at it" question, and the leading cause of late, diluted, or unfinished studies. A method where users attempt realistic tasks while researchers observe friction, confusion, and success rates. An insight is a meaningful conclusion that explains customer behavior and suggests how the team should act differently.

Question 11 Customer Research

What is a Likert scale?

A psychometric scale (commonly 5- or 7-point) where respondents indicate agreement, frequency, or satisfaction. Even-numbered scales force a direction; odd scales allow neutrality. Preference testing compares options, such as designs or messages, to see which users favor and why. A non-disclosure agreement that protects confidential product plans, designs, or customer data shared during a study, while still allowing the participant to speak honestly about their own experience. A pragmatic approach that uses small samples (often 3–5 participants) per user type, runs short, iterative test cycles, and prioritizes the most severe usability issues — trading statistical completeness for speed and cost.

Question 12 Customer Research

What is "MaxDiff" (best-worst scaling)?

An extreme user is a customer at either end of a behavior spectrum (power user, complete non-adopter). Interviewing extremes surfaces unmet needs, workarounds, and constraints that average users blur. NPS is a survey metric that asks how likely a customer is to recommend the product (0–10). It is calculated as %Promoters (9–10) minus %Detractors (0–6) and is used as a proxy for loyalty and growth. The cadence at which a team produces fresh, decision-quality evidence. Low velocity leads to decisions made on stale or no data; high velocity requires lightweight methods, reusable instruments, and a strong repository. A survey technique where respondents pick the most and least important items from a small set, repeated across many sets, to produce robust, ratio-scaled importance scores.

Question 13 Customer Research

What is a behavioral vs attitudinal research question?

An extreme user is a customer at either end of a behavior spectrum (power user, complete non-adopter). Interviewing extremes surfaces unmet needs, workarounds, and constraints that average users blur. Behavioral questions ask what people actually did (last action, frequency, tool used); attitudinal questions ask what people say they believe, prefer, or intend — and the two often diverge. Buying decisions involve multiple roles (economic buyer, technical evaluator, end user, champion, gatekeeper) whose goals and criteria often conflict, so research must map each role separately. Must-be quality is something customers expect by default and are dissatisfied without; attractive quality delights when present but is not expected. Each behaves differently in surveys and competitive comparisons.

Question 14 Customer Research

What is purposive sampling?

A controlled experiment where users are randomly assigned to two (or more) variants of a product, message, or flow, and a defined outcome is compared to determine which performed better and by how much. A non-probability sampling method where the researcher deliberately chooses participants who match pre-defined traits relevant to the research question. Must-know questions are decision-blocking — the team cannot proceed without the answer; nice-to-know questions are helpful for completeness but will not stop the project. Research time should be allocated accordingly. An extreme user is a customer at either end of a behavior spectrum (power user, complete non-adopter). Interviewing extremes surfaces unmet needs, workarounds, and constraints that average users blur.

Question 15 Customer Research

What is an "intercept" interview?

A short, opportunistic interview conducted with a user in the moment of an experience (e.g. at a checkout, after a support call), capturing impressions while they are still vivid. It clarifies what the team is trying to learn so the study stays focused and actionable. Participants should resemble the target audience closely enough that findings reflect the real users the product serves. A diagram that maps the visible customer journey alongside the behind-the-scenes processes, systems, and actors required to deliver each step, exposing handoffs that often cause friction.

Question 16 Customer Research

What is a "p-value" in a survey or experiment?

A visual representation of the steps, touchpoints, emotions, and goals a customer experiences while trying to accomplish a goal with a product, service, or workaround. The probability, assuming the null hypothesis is true, of observing data as extreme as what was collected. By convention, p < 0.05 is often used as a threshold for declaring a result "statistically significant." A short survey sent to customers who have canceled or stopped using the product, asking the reason and what could have changed their decision. Useful when the response is voluntary and unbiased, and when paired with behavioral data. A structured presentation of findings to stakeholders, typically including goals, method, sample, themes, supporting quotes, implications, and recommended next steps.

Question 17 Customer Research

What is the value of follow-up probing?

Customer Satisfaction Score: typically the percentage of respondents who rate a specific interaction (e.g. support ticket, checkout) as satisfied or better, captured right after the event. A visual representation of the steps, touchpoints, emotions, and goals a customer experiences while trying to accomplish a goal with a product, service, or workaround. A single, prioritized research question for a study that, if answered, would most change the team's current decision — used to keep the discussion guide and analysis focused. Probing uncovers the story behind short answers and often reveals hidden motivations or trade-offs.

Question 18 Customer Research

What is a "value proposition canvas"?

A two-sided tool pairing a customer's jobs, pains, and gains on one side with the product's pain relievers and gain creators on the other, used to test fit between an offering and a researched segment. Must-be quality is something customers expect by default and are dissatisfied without; attractive quality delights when present but is not expected. Each behaves differently in surveys and competitive comparisons. A process where the participant understands the purpose of the study, what will happen with their data, any risks, and their right to stop, and then voluntarily agrees — usually documented in writing. Studying only customers who remained (survived) and ignoring those who churned or never adopted, which can make a product look much better than it is for the average or failing experience.

Question 19 Customer Research

What is a non-response bias?

Real customer wording improves messaging, product copy, positioning, and internal understanding. A non-probability sampling method where the researcher deliberately chooses participants who match pre-defined traits relevant to the research question. Bias that arises when the people who answer a survey differ systematically from those who do not. Heavy non-response can render a survey's results misleading even if the questions are perfect. A false positive is a conclusion that feels compelling but is actually based on weak or unrepresentative evidence.

Question 20 Customer Research

What is the "critical incident" interview technique?

A specific touchpoint where the customer forms or updates their opinion of the brand, often disproportionately influencing satisfaction, conversion, or churn (e.g. first use, support call, renewal). Asking the participant to recall a specific recent event in detail (what happened, when, where, who was involved, what they did, what the outcome was) to anchor answers in real experience. Probing uncovers the story behind short answers and often reveals hidden motivations or trade-offs. A statistical calculation that estimates the sample size needed to detect a given effect size with a chosen confidence level and power. It is used to plan quantitative studies, not qualitative ones.

Question 21 Customer Research

Why are open-ended questions useful in customer interviews?

Stated preferences and intentions are often inconsistent with revealed behavior. Strong customer research pairs what customers say in interviews with what they actually do in observational or behavioral data. A research method where participants group topics or features into categories that make sense to them — open (they name the groups) or closed (into predefined groups) — to inform information architecture. Affinity mapping groups observations into themes so patterns emerge more clearly during synthesis. They invite stories, examples, and nuance instead of limiting the customer to short predefined answers.

Question 22 Customer Research

What is concept testing?

A process where the participant understands the purpose of the study, what will happen with their data, any risks, and their right to stop, and then voluntarily agrees — usually documented in writing. A signal is a repeated pattern, quote, or behavior that appears strong enough to influence decisions. A study that checks whether customers understand and value a proposed idea before the team invests heavily in building it. Frequency asks how many customers experience something; intensity asks how severely it affects them. Insights are usually most actionable when high on both axes.

Question 23 Customer Research

What is the difference between a moderated and unmoderated usability test?

"Walk me through the last time you tried to solve this problem." It is a JTBD framing where "push" forces customers away from the current solution, "pull" attracts them to a new one, "anxiety" creates hesitation, and "habit" keeps them on the old path. A fast, low-cost method suitable for early or frequent use (e.g. 5-user usability test, single-question in-app survey, 3-customer interview sprint), used to inform decisions without the overhead of a full study. Moderated tests have a facilitator present in real time, allowing probing; unmoderated tests are completed by the participant alone, using a task script and recording, which scales better but limits follow-up.

Question 24 Customer Research

What is margin of error?

A research method where a not-yet-built feature is advertised (e.g. on a landing page or in-product) and demand is measured by click-through or signup rate, used to gauge interest before building. Synthesis is the process of organizing notes into patterns, themes, and insights the team can use. The plus-or-minus figure (e.g. ±4%) that describes how much survey results are expected to vary from the true population value, usually at a 95% confidence level. A research method where the participant is shadowed (in person or via diary / screen capture) through a typical day to surface context, interruptions, tools, and workarounds that interviews alone often miss.

Question 25 Customer Research

What is the difference between qualitative and quantitative research?

Uncontrolled expansion of the research question, sample, or methods after the study has started, usually because a stakeholder adds a "while you're at it" question, and the leading cause of late, diluted, or unfinished studies. A short framing such as "When I [situation], I want to [motivation/progress], so I can [expected outcome]" that captures the progress the customer was trying to make. It reduces guesswork by grounding decisions in real customer evidence instead of assumptions. Qualitative research explores motivations and patterns in depth, while quantitative research measures scale, frequency, and statistical confidence.

Question 26 Customer Research

What is an "anecdote" in customer research?

Back every claim with the underlying evidence — a quote, a clip, a chart of the data — so stakeholders can judge strength and re-derive the conclusion rather than just trusting the researcher's summary. A single participant's vivid but unreplicated story. Useful for empathy and hypothesis generation, but not evidence for a finding on its own. Keep questions short, specific, behaviorally anchored, single-barreled, balanced in wording, and pre-tested with the target audience; randomize option order for non-scaled items. A single, prioritized research question for a study that, if answered, would most change the team's current decision — used to keep the discussion guide and analysis focused.

Question 27 Customer Research

What is diary research?

A signal is a repeated pattern, quote, or behavior that appears strong enough to influence decisions. A visual breakdown of the main job, the related sub-jobs, the emotional and functional dimensions, and the context — used to scope a JTBD study and find the most underserved sub-jobs. An Institutional Review Board (or equivalent) reviews research involving human participants to ensure risks are minimized, consent is informed, and vulnerable populations are protected, especially in academic and medical contexts. A study method where participants record activities or feelings over time so researchers can see patterns across days or weeks.

Question 28 Customer Research

What is acquiescence bias?

Qualitative research explores motivations and patterns in depth, while quantitative research measures scale, frequency, and statistical confidence. A short, opportunistic interview conducted with a user in the moment of an experience (e.g. at a checkout, after a support call), capturing impressions while they are still vivid. The tendency for respondents to agree with statements regardless of content. It inflates positive scores on agree/disagree scales and is countered by reversing some items or using forced-choice formats. A survey technique where respondents pick the most and least important items from a small set, repeated across many sets, to produce robust, ratio-scaled importance scores.

Question 29 Customer Research

What is the "five whys" technique in customer research?

Must-haves disqualify a participant if missing (e.g. makes purchasing decisions for the category); nice-to-haves improve fit but are not dealbreakers and help balance a sample. It is an interview probing method that asks "why?" repeatedly (typically around five times) to move from a surface complaint to the underlying cause or job the customer is trying to get done. A finding is a pattern supported by evidence (e.g. "checkout fails when customers use saved addresses from two countries"). A recommendation is the team's proposed action in response ("make secondary address editable without re-saving"). The expected time, effort, and emotional labor, plus the participant's role (e.g. executive vs end user). Too low reduces completion quality; too high can coerce or attract the wrong participants.

Question 30 Customer Research

What is the "rule of three" in interview synthesis?

Once three independent participants share a pattern with similar language or behavior, it is usually strong enough to surface as a theme rather than being treated as anecdote. A short, edited video compilation of anonymized participant clips that illustrate the most important moments (pain, surprise, delight), used to build stakeholder empathy faster than reading. Needs are underlying human or job requirements; wants are culturally and personally shaped expressions of those needs; demands are wants backed by purchasing power and intent. A survey method that asks respondents four questions (too cheap, cheap but not unrealistic, expensive but not unrealistic, too expensive) to map a range of acceptable prices for a product.

Question 31 Customer Research

What is a customer interview?

A structured conversation used to understand needs, context, workflows, frustrations, and decision criteria. Fresh evidence is more likely to influence priorities and decisions when it is circulated while the topic is active. It is an interview probing method that asks "why?" repeatedly (typically around five times) to move from a surface complaint to the underlying cause or job the customer is trying to get done. A two-sided tool pairing a customer's jobs, pains, and gains on one side with the product's pain relievers and gain creators on the other, used to test fit between an offering and a researched segment.

Question 32 Customer Research

What is "insight" vs "observation" in research?

Functional jobs are the concrete tasks to accomplish; emotional jobs are how the customer wants to feel; social jobs are how they want to be perceived by others. A visual representation of the steps, touchpoints, emotions, and goals a customer experiences while trying to accomplish a goal with a product, service, or workaround. Keep questions short, specific, behaviorally anchored, single-barreled, balanced in wording, and pre-tested with the target audience; randomize option order for non-scaled items. An observation is a piece of raw data (a quote, a metric, a behavior); an insight is the meaning or implication that observation carries, often stated as "so what?" plus evidence.

Question 33 Customer Research

Why is customer research valuable?

A research artifact is any output other than a report that communicates findings — personas, journey maps, opportunity solution trees, service blueprints, highlight reels, or insight cards. It reduces guesswork by grounding decisions in real customer evidence instead of assumptions. A deliberately small, shippable version of a product or feature used to test a specific riskiest assumption with real customers, before committing to full build. Saturation, not statistics. Most interview studies reach thematic saturation somewhere between 5 and 30 well-chosen participants per segment, depending on segment heterogeneity.

Question 34 Customer Research

Why is "the customer" usually not a single person in B2B research?

Keep questions short, specific, behaviorally anchored, single-barreled, balanced in wording, and pre-tested with the target audience; randomize option order for non-scaled items. NPS is a survey metric that asks how likely a customer is to recommend the product (0–10). It is calculated as %Promoters (9–10) minus %Detractors (0–6) and is used as a proxy for loyalty and growth. Buying decisions involve multiple roles (economic buyer, technical evaluator, end user, champion, gatekeeper) whose goals and criteria often conflict, so research must map each role separately. A survey metric asking how easy it was for the customer to get something done (e.g. resolve an issue). Lower effort is associated with higher retention and referral.

Question 35 Customer Research

What is a frequency vs intensity framework for prioritizing insights?

An insight is a meaningful conclusion that explains customer behavior and suggests how the team should act differently. An observation is a piece of raw data (a quote, a metric, a behavior); an insight is the meaning or implication that observation carries, often stated as "so what?" plus evidence. Frequency asks how many customers experience something; intensity asks how severely it affects them. Insights are usually most actionable when high on both axes. The Kano model categorizes features by customer satisfaction impact: basic (expectations), performance (more is better), and delighters (unexpected positives). Research classifies each candidate feature into a category.

Question 36 Customer Research

What is informed consent in user research?

A process where the participant understands the purpose of the study, what will happen with their data, any risks, and their right to stop, and then voluntarily agrees — usually documented in writing. A non-disclosure agreement that protects confidential product plans, designs, or customer data shared during a study, while still allowing the participant to speak honestly about their own experience. A meeting that aligns stakeholders on the research question, methods, sample, timeline, deliverables, decision it will inform, and what is explicitly out of scope — to prevent mid-study scope creep. A visual breakdown of the main job, the related sub-jobs, the emotional and functional dimensions, and the context — used to scope a JTBD study and find the most underserved sub-jobs.

Question 37 Customer Research

What is a "hair on fire" customer?

A visual representation of the steps, touchpoints, emotions, and goals a customer experiences while trying to accomplish a goal with a product, service, or workaround. It clarifies what the team is trying to learn so the study stays focused and actionable. A segment whose current problem is so urgent and costly that they actively seek out and pay for solutions. The strongest signal of a real market opportunity. An extreme user is a customer at either end of a behavior spectrum (power user, complete non-adopter). Interviewing extremes surfaces unmet needs, workarounds, and constraints that average users blur.

Question 38 Customer Research

What is the "think aloud" protocol?

The output clearly links evidence to decisions, owners, and the next set of assumptions to test. A usability method where participants narrate their thoughts while performing a task, so researchers can observe reasoning, hesitations, and confusion in real time. Applying consistent labels (e.g. segment, topic, JTBD, feature area) to research artifacts so they can be filtered, counted, and re-used across teams and over time. A reframing of a finding as an open, opportunity-focused question (e.g. "How might we let customers edit a saved address without re-entering it?") that opens solution space without committing to a design.

Question 39 Customer Research

What is observational research?

A feature request is a specific solution the customer proposes; a need is the underlying job or outcome. The same need often yields many different feature requests across customers. A four-quadrant visual (push, pull, anxiety, habit) applied to a specific switching moment, used in interviews to map the forces that made the customer change (or refuse to change) solutions. It is research where you watch users perform tasks in their real or simulated environment to uncover actual behavior. A segment whose current problem is so urgent and costly that they actively seek out and pay for solutions. The strongest signal of a real market opportunity.

Question 40 Customer Research

What is a "buying center" in B2B research?

They invite stories, examples, and nuance instead of limiting the customer to short predefined answers. A statistical calculation that estimates the sample size needed to detect a given effect size with a chosen confidence level and power. It is used to plan quantitative studies, not qualitative ones. The set of individuals in a customer organization who participate in a purchase decision, typically including initiator, user, influencer, gatekeeper, decider, and approver roles. A survey method that asks respondents four questions (too cheap, cheap but not unrealistic, expensive but not unrealistic, too expensive) to map a range of acceptable prices for a product.

Question 41 Customer Research

Why should research findings be shared quickly?

To guide the conversation neutrally, follow the discussion guide, probe non-leadingly, manage time, and create psychological safety so the participant shares honestly. A question that nudges the customer toward a preferred answer, which can distort the findings. A false positive is a conclusion that feels compelling but is actually based on weak or unrepresentative evidence. Fresh evidence is more likely to influence priorities and decisions when it is circulated while the topic is active.

Question 42 Customer Research

What is usability testing?

A structured conversation used to understand needs, context, workflows, frustrations, and decision criteria. A method where users attempt realistic tasks while researchers observe friction, confusion, and success rates. A diagram that maps the visible customer journey alongside the behind-the-scenes processes, systems, and actors required to deliver each step, exposing handoffs that often cause friction. A finding is a pattern supported by evidence (e.g. "checkout fails when customers use saved addresses from two countries"). A recommendation is the team's proposed action in response ("make secondary address editable without re-saving").

Question 43 Customer Research

What is the difference between a feature request and a need?

A deliberately small, shippable version of a product or feature used to test a specific riskiest assumption with real customers, before committing to full build. Past behavior is usually more reliable than hypothetical promises about what someone might do later. A feature request is a specific solution the customer proposes; a need is the underlying job or outcome. The same need often yields many different feature requests across customers. A finding is a pattern supported by evidence (e.g. "checkout fails when customers use saved addresses from two countries"). A recommendation is the team's proposed action in response ("make secondary address editable without re-saving").

Question 44 Customer Research

What is a "comprehensive" customer research repository?

A shared, searchable system that stores research goals, plans, transcripts, recordings, tags, insights, links to decisions, and the assumption map — so the organization does not repeatedly relearn the same things. A method where users attempt realistic tasks while researchers observe friction, confusion, and success rates. A repository is a shared system where notes, recordings, tags, and insights are stored for reuse. A statistical calculation that estimates the sample size needed to detect a given effect size with a chosen confidence level and power. It is used to plan quantitative studies, not qualitative ones.

Question 45 Customer Research

What is a "conjoint analysis"?

It means capturing observations faithfully, distinguishing direct quotes from interpretation, and keeping evidence traceable. Demographic segments group by attributes (age, region, role) that are easy to observe but may not predict behavior; behavioral segments group by what people actually do (usage, workflow, triggers), which usually predicts value and need better. A quantitative research method that asks respondents to choose between bundles of attributes at varying levels, statistically inferring the relative importance and trade-off value of each attribute. A short survey sent to customers who have canceled or stopped using the product, asking the reason and what could have changed their decision. Useful when the response is voluntary and unbiased, and when paired with behavioral data.

Question 46 Customer Research

What is a "fake door" or "painted door" test?

Recruiting participants through referrals from existing participants. It is appropriate for hard-to-reach or specialist populations but can amplify bias if referrals are homogeneous. A research method where a not-yet-built feature is advertised (e.g. on a landing page or in-product) and demand is measured by click-through or signup rate, used to gauge interest before building. A survey metric asking how easy it was for the customer to get something done (e.g. resolve an issue). Lower effort is associated with higher retention and referral. A small, low-risk exposure of a new positioning or product idea to a subset of the market (e.g. via ad copy, landing page, or sales script) to measure real response before broader rollout.

Question 47 Customer Research

What is a "push, pull, anxiety, habit" model in switching research?

Once three independent participants share a pattern with similar language or behavior, it is usually strong enough to surface as a theme rather than being treated as anecdote. It is a JTBD framing where "push" forces customers away from the current solution, "pull" attracts them to a new one, "anxiety" creates hesitation, and "habit" keeps them on the old path. A proto-persona is a draft persona built from team assumptions, used to guide early research and align vocabulary; a research-backed persona is validated against real interview and behavioral data before driving decisions. A psychometric scale (commonly 5- or 7-point) where respondents indicate agreement, frequency, or satisfaction. Even-numbered scales force a direction; odd scales allow neutrality.

Question 48 Customer Research

What is the "discount usability" method?

An interview method that moves up or down levels of abstraction — from features to consequences to values, or from values back to concrete behaviors — to surface underlying motivations. Needs are underlying human or job requirements; wants are culturally and personally shaped expressions of those needs; demands are wants backed by purchasing power and intent. Applying consistent labels (e.g. segment, topic, JTBD, feature area) to research artifacts so they can be filtered, counted, and re-used across teams and over time. A pragmatic approach that uses small samples (often 3–5 participants) per user type, runs short, iterative test cycles, and prioritizes the most severe usability issues — trading statistical completeness for speed and cost.

Question 49 Customer Research

What is a "smoking gun" signal in churn analysis?

A specific behavioral or attitudinal signal that, when present, sharply raises the probability of churn within a defined window (e.g. login frequency dropping below once a week in a SaaS product). A visual breakdown of the main job, the related sub-jobs, the emotional and functional dimensions, and the context — used to scope a JTBD study and find the most underserved sub-jobs. A deliberately small, shippable version of a product or feature used to test a specific riskiest assumption with real customers, before committing to full build. It is an interview probing method that asks "why?" repeatedly (typically around five times) to move from a surface complaint to the underlying cause or job the customer is trying to get done.

Question 50 Customer Research

What is the difference between "must-be" quality and "attractive" quality (Kano)?

Studying only customers who remained (survived) and ignoring those who churned or never adopted, which can make a product look much better than it is for the average or failing experience. An Institutional Review Board (or equivalent) reviews research involving human participants to ensure risks are minimized, consent is informed, and vulnerable populations are protected, especially in academic and medical contexts. A book framing that the only useful questions to ask customers are about specifics of their past life (when, where, who, what), not opinions, compliments, or hypotheticals — because those reliably mislead. Must-be quality is something customers expect by default and are dissatisfied without; attractive quality delights when present but is not expected. Each behaves differently in surveys and competitive comparisons.