# Market research interview questions for PMMs
> Questions about understanding customers, analyzing competitors, and turning research into a decision instead of a slide.

Source: https://mokk.ai/pmm-questions/market-research
Markdown: https://mokk.ai/pmm-questions/market-research.md

- [A competitive intelligence program](https://mokk.ai/pmm-questions/market-research/competitive-intelligence-program): How do you build and maintain a competitive intelligence program? What sources and cadence do you use?
- [Win-loss analysis](https://mokk.ai/pmm-questions/market-research/win-loss-analysis): Describe your approach to win/loss analysis. How do you gather data and what do you do with the findings?
- [Customer wants versus needs](https://mokk.ai/pmm-questions/market-research/what-customers-say-vs-need): How do you differentiate between what customers say they want and what they actually need? Give me an example.
- [Market sizing](https://mokk.ai/pmm-questions/market-research/market-sizing): Describe how you'd conduct a market sizing exercise for a new product or market segment.
- [Building buyer personas](https://mokk.ai/pmm-questions/market-research/buyer-personas): Walk me through your approach to building or refining buyer personas. What research methods do you use?
- [Analyzing a funded competitor](https://mokk.ai/pmm-questions/market-research/analyze-well-funded-new-entrant): Walk me through how you'd analyze a new competitor that just raised a large funding round and is entering your market.
- [Useful sales battlecards](https://mokk.ai/pmm-questions/market-research/battlecards-sales-will-use): How do you turn competitive intelligence into actionable sales battlecards? What makes a battlecard actually useful?
- [Misleading comparison page](https://mokk.ai/pmm-questions/market-research/competitor-misrepresents-comparison-page): A competitor just published a comparison page that misrepresents your product. How do you respond?
- [Judging a competitor feature](https://mokk.ai/pmm-questions/market-research/competitor-feature-threat-or-noise): How do you evaluate whether a competitor's new feature is a real threat or just noise?
- [Competitive updates for sales](https://mokk.ai/pmm-questions/market-research/competitive-updates-for-sales): How do you keep your sales team informed about competitive changes without overwhelming them with information?
- [Competitor targets your core](https://mokk.ai/pmm-questions/market-research/competitor-targets-your-strongest-use-case): Your biggest competitor just pivoted their positioning to directly target your strongest use case. What's your playbook?
- [Adjacent and direct threats](https://mokk.ai/pmm-questions/market-research/adjacent-vs-direct-competitors): How do you assess competitive threats from adjacent categories versus direct competitors?
- [Competitive analysis for execs](https://mokk.ai/pmm-questions/market-research/present-competitive-analysis-to-execs): Walk me through how you'd present a competitive landscape analysis to your executive team.
- [Competitive pricing moves](https://mokk.ai/pmm-questions/market-research/respond-to-competitor-pricing-moves): How do you monitor and respond to competitive pricing moves? When should you react and when should you ignore?
- [PMM in a competitive bake-off](https://mokk.ai/pmm-questions/market-research/competitive-bake-off-role): You're in a bake-off against a competitor in a major deal. What role does PMM play and what materials do you prepare?
- [An ongoing research program](https://mokk.ai/pmm-questions/market-research/ongoing-customer-research-program): How do you design a customer research program that delivers ongoing strategic insights, not just one-off findings?
- [An unexpected research insight](https://mokk.ai/pmm-questions/market-research/unexpected-research-insight): Tell me about a time when customer research led you to a completely unexpected insight that changed your strategy.
- [Making research usable](https://mokk.ai/pmm-questions/market-research/make-research-usable-for-others): How do you make customer research accessible and actionable for teams that didn't participate in the research?
- [Challenging the customer story](https://mokk.ai/pmm-questions/market-research/challenge-customer-narrative): Tell me about a time you disagreed with the prevailing customer narrative within your company. How did you challenge it?
- [Quant and qual together](https://mokk.ai/pmm-questions/market-research/quant-and-qual-together): How do you use quantitative data and qualitative research together to build a complete picture of your customer?
- [Running a customer advisory board](https://mokk.ai/pmm-questions/market-research/customer-advisory-board): Walk me through how you'd set up and run a customer advisory board. What value should it create?
- [Mapping the buying committee](https://mokk.ai/pmm-questions/market-research/map-buying-committee): How do you identify and map the buying committee for a complex B2B sale? How does that research inform your marketing?