Measuring & Understanding Product/Market Fit
Qualitatively Hiten Shah hnshah@gmail.com

“ I ask existing users
of a product how they would feel if they could no longer use the product. SEAN ELLIS

Sean Ellis’ product/market fit survey
survey.io

Use SurveyMonkey so you can
analyze results better surveymonkey.com

Example: We proved that Google
Analytics has product/market fit

“If you’re above 40% of
the people saying they’d be very disappointed, I tend to say you’ve found product/market fit, and if you’re less than that, you haven’t. SEAN ELLIS

The core product/market fit question
★ Segment the rest of the responses with this question ★ Open-ended responses help you understand why ★ Can be asked independently or as part of other survey questions

Do you have product/market fit?
★ Nobody really cares about your product! ★ Find insights from very disappointed & somewhat disappointed responses ★ Go back to the drawing board to try something different

Do you have product/market fit?
★ Almost there… ★ Figure out the difference in very disappointed & somewhat disappointed responses ★ Product and / or customer segment tweaks can get you there

What are alternative solutions to
the problem you solve? ★ Learn what people consider as alternatives ★ Helps define your market and opportunity ★ Responses will validate / invalidate your own ideas

What’s the benefit of your
solution? ★ Discover the core use case(s) for your product ★ Helps inform your value proposition for positioning ★ Turn into multiple choice question for future surveying

Do people tell others about
your solution? ★ Learn what words people use to describe your product to others ★ Helps assess word of mouth for your product ★ Identify invite and sharing opportunities

Who is your solution most
valuable to? ★ Learn more about the type of people that will value your product ★ Helps figure out market segmentation ★ The target customer might not be who you are thinking

How do you improve your
solution? ★ Find out what people want improved ★ Helps with determining future product direction / roadmap ★ Discover things you weren’t thinking of improving

Learn from 731 product/market fit
survey responses about Slack: bit.ly/slackpmfit

There are even more ways
to assess product/market fit qualitatively…

Net Promoter Score (NPS)
delighted.com

Why do people sign up?
qualaroo.com

What do they expect from
your solution? intercom.io

Why did they buy?
qualaroo.com

Why did they visit certain
pages? qualaroo.com

Why did they decide to
check it out? qualaroo.com

What problems are they trying
to solve? qualaroo.com

What other solutions did they
consider? qualaroo.com

What frustrates them?
intercom.io

Why are they canceling?
lesschurn.io

Why are they canceling?
surveymonkey.com

Why are they canceling?
surveymonkey.com

“ You’ll create the best
product if you know more about customers than your competitors and you act on that knowledge. HITEN SHAH

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