Introduction to User Insight Questions

A guide on how to answer user insight questions

Understanding your users is a key part of your job as a product marketing manager. In fact, in many ways, a product marketer's job begins with the understanding of the customer, which is why interview questions on this topic are frequent. User insight requires knowledge of human psychology, market dynamics, and critical thinking.

In preparation for this section, we recommend starting by analyzing the users of the company you're interviewing with. What drives them to buy the product your company is selling? What are their missing user needs?

In general, these common PMM questions can fall into a few categories:

User Acquisition

How does a company acquire users? How does it generate demand for its products? This is the "top" of the user funnel, which is described in a lesson in this section.

User Retention

Now that we've gotten a user to acquire our product, how do we ensure they retain as a user? How can we create loyal customers that continue to grow and support our product and even share it with others via referrals?

Segmentation

It's impossible to describe all users as if they're one body of people that all act similarly. When thinking about users, what segments of users behave in specific, unique ways, and how can you use these insights to create product marketing experiences that target individual segments?

In this section, you'll review a series of guides and sample questions on these topics and more.