Has anyone done VOC research to parse out issues related to positioning, or a general PMF (needs identification at the product level). I just completed one and would love to connect with others to see how they conducted their analysis, what the insights were and what you did next.

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@Aubrey Chapnick

, positioning is a part of PMF. Ideally in your road to having PMF, you’ll be adjusting and fine tuning your positioning.How do you the find out where the problem lies? Likely on both

What we did is quite simple and gave us lots of confidence where our true problems lie.

1. We look at simple metrics such as MRR, Churn and feature usage of our most important features.
2. Start mapping your power users to MRR and how they use your important features. This is the value of your product.
3. If people are churning en masse, find out why. Did you promise something that you don’t deliver on? Or is the product rubbish?
4. Ask our customers how they described our product to their colleagues. In their words you’ll very quickly find what value you deliver to them and how they have you positioned you in their brain. Of course, here also make the disinfection between your power users etc..