Guide for product managers

Evaluate the pros and cons of different approaches

See how your product stacks up against competitors

Gain insights into customer perspectives, needs, and feelings

Record insights and identify common themes in customer interviews

Sketch the entire customer journey and build more lovable experiences

Clarify research goals, identify customer segments, and choose your methods

Identify potential opportunities for new products, features, or improvements

Distill the most important attributes of the people who buy and use your product

Evaluate the macro-environmental factors that can impact your business or product

Clearly define and understand a problem you aim to solve

Compare products or services side by side

Evaluate the advantages and disadvantages of any approach — for improved clarity and decision-making

Identify audience segments so you can tailor marketing approaches that will resonate