Understanding Product

Let’s say you’re cooking without understanding your ingredients. You might mix things that don’t go well together, cook something at the wrong temperature, or serve a meal that doesn’t meet anyone’s taste preferences. The result? A dish that no one wants to eat. This is what happens when you start strategising without understanding the product, but we are going to avoid that.

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What are some of the questions you can ask to understand the product better?

1. What is the fundamental need or want that the product is solving for?
   This would be the core benefit of the product at its most basic level. By understanding the core benefits, you can align their messaging and positioning strategies to effectively communicate the product's primary value to users.
2. What are the basic features and functionalities that the product provides?
   This helps you identify the basic features and functionalities that customers expect as a minimum requirement. This knowledge will help you highlight these features that meet users' expectations and differentiate the product.
3. What other ways are users using to solve the same problem? If it is a new category, how else were people solving the problem?
   This allows you to understand the fundamental need for the user and what your product is competing against.

These questions align with Kotler's Five Product Levels Model, which helps in understanding your product more comprehensively. But you don't have to stop here. The more you know, the better you can tailor your acquisition strategy to effectively reach your users.

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The above questions can also be applied to understanding B2B products as well. Although the specifics of the answers may differ due to the nature of B2B relationships and customer needs.

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So, how to go about getting this information?

1. Using the product atleast 10 times
   Use the product as an actual user would for the first time. Use it multiple times and understand different use cases. Go through all the features extensively. Gain insights into the primary value proposition. You can even use competing products to see how your product differs. sign up like a new user.
   
2. Speak to users
   Speak to users, visit the store if the product sells in retail. Understand what people are talking about the product and how they are perceiving it.
   
3. Secondary research
   Review any available product manuals, technical documents, and user guides to understand the core features and functionalities. Go through reviews on platforms like Google, Amazon, Youtube, and industry-specific sites.
   

This section will help whoever is reading this document get a context of your project. Do not just paste the screenshots here; explain your understanding from the research.

Understanding Users

You need to know your users inside out. Understand the problems they are trying to solve by using the product, where they spend their time and money, and everything else that's relevant. The only way to build a sound strategy is by knowing your user. This is not just a skill needed for your projects or capstone, but a life skill in general. And so, like any other skill it will take practice, but let's shoot for the stars, right?

1. Reaching out to users
   Identifying and reaching out to users is the first step in gathering valuable insights. Don't just stick to your GX Slack channel for reaching out, go beyond Slack. Reach out to your family members, friends, colleagues and social media connections.
   
2. Speaking to users
   Directly interacting with users, observing their behaviour, tone, provides rich qualitative data. And asking random questions about product won't actually help.
   Check out these videos on how you should actually speak to users to get golden insights.
   Check out these videos on how to talk to your users during the interview: Eric Migicovsky - How to Talk to Users, The Rules for Customer Interviews. This will help you be more confident in your calls and get those golden insights.
   
3. Data, Observations, and Insights
   What good is talking to users if you don't put them to use? Documenting your findings is essential. It ensures you capture valuable insights and can leverage them in your acquisition strategy.
   
   Note for me: add sample doc for gathering data
   

To nail all the above 3 points and more, you can refer to this guide- Ultimate Guide to User research

Let's talk B2B

For most B2C solutions, there is just one set of end users. B2B solutions involve multiple users. The one who is buying the product is not one who would be using it. So who do you speak to?

1. Decision Maker- Person with the authority to make the final purchasing decision for your product.
   This will help you understand what influences the final purchase.
   
2. Influencer- An individual who can sway or toward the decision maker's choice
   Speaking to influencers gives you insights into what features or benefits they find most appealing.
   
3. Blocker- someone who can slow down or stop the purchase because they have concerns or objections.
   This helps you identify and understand any concerns they have. This lets you tackle objections before they become a problem.
   
4. End user- who use the solution hands-on
   Engaging with end users shows you how the product is actually used.
   

The background, needs and challenges of each of these four roles are very different from each other, hence the research goals and questions may slightly vary with each role.

In B2C research, we look at the user's life in general, beyond just using the product. But in B2B research, we focus on what they need for their work. B2B solutions are used during work hours to get specific tasks done. While the emotional and social needs from their personal lives are still important, they aren't the main focus when defining user needs. Conversations revolve around their professional background, usual workflows, and current barriers with specific tasks at work.

To make the conversation flow better, use these as anchor points. Instead of the usual ice-breakers, start with questions like, "How does a typical day in your life look?" or "What does your workday usually entail?" This acts as a bridge between the introduction and the more specific questions.

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User calling is the biggest insights generator and absolutely nothing can replace it. Nailing this will help you build actionable proof of work.

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how to do an elevator pitch?

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icp on table

differntiate based on baheviour

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