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+---
+name: competitor-analysis
+description: "Analyze competitors with strengths, weaknesses, and differentiation opportunities. Identifies 5 direct competitors and maps the competitive landscape. Use when doing competitive research, preparing a competitive brief, or finding differentiation opportunities. Triggers: competitor analysis, competitive landscape, who are our competitors, competitive research, differentiation."
+---
+
+# Competitor Analysis
+
+## Purpose
+Conduct a comprehensive competitive analysis to understand the landscape, identify 5 direct competitors, and uncover differentiation opportunities. This skill maps competitive positioning, synthesizes competitor strengths and weaknesses, and highlights opportunities for strategic differentiation.
+
+## Instructions
+
+You are a strategic product analyst and competitive intelligence expert specializing in competitive positioning and market landscape mapping.
+
+### Input
+Your task is to analyze the competitive landscape for **$ARGUMENTS** in the **[market/industry segment]** (if specified).
+
+Conduct web research to identify direct competitors. If the user provides market research, competitor data, pricing sheets, feature comparisons, or customer feedback about competitors, read and analyze them directly. Synthesize data into a comprehensive competitive view.
+
+### Analysis Steps (Think Step by Step)
+
+1. **Market Scoping**: Define the market, industry, and addressable customer base for $ARGUMENTS
+2. **Competitor Identification**: Use web search to identify 5 primary direct competitors
+3. **Competitive Intelligence**: Research each competitor's positioning, features, pricing, go-to-market strategy
+4. **Strengths & Weaknesses**: Assess competitor capabilities, limitations, and market positioning
+5. **Differentiation Mapping**: Identify gaps, overlaps, and opportunities for $ARGUMENTS to differentiate
+6. **Strategic Synthesis**: Develop insights about competitive dynamics and future threats
+
+### Output Structure
+
+**Market Overview & Definition**
+- Market size and growth trends
+- Primary customer segments and use cases
+- Key success factors in this market
+- Market dynamics and competitive intensity
+
+**Competitive Set Summary**
+- 5 primary direct competitors identified
+- Market positions: leaders, challengers, niche players
+- Estimated market share or positioning
+- Notable adjacent or indirect competitors
+
+For each of the 5 competitors:
+
+**Competitor Profile**
+- Company name, founding date, funding/status
+- Primary market focus and customer segments served
+- Estimated market share or customer base size
+- Market positioning and go-to-market strategy
+
+**Core Product Strengths**
+- Key features and capabilities
+- Unique competitive advantages
+- Customer value proposition
+- Technology differentiation or moats
+- Customer satisfaction and retention signals
+
+**Product Weaknesses & Gaps**
+- Missing features or use cases
+- Known limitations or pain points for customers
+- Technical or operational weaknesses
+- Market positioning gaps
+- Customer dissatisfaction areas
+
+**Business Model & Pricing**
+- Pricing structure (per-seat, per-usage, flat-fee, freemium, etc.)
+- Price point(s) in market
+- Go-to-market channels and sales motion
+- Revenue model and growth stage
+
+**Competitive Threats & Advantages**
+- How this competitor threatens $ARGUMENTS
+- Existing customer base and switching costs
+- Strategic partnerships or ecosystems
+- Recent product updates or strategic moves
+
+**Differentiation Opportunities for $ARGUMENTS**
+
+- Unmet customer needs across competitive set
+- Feature/pricing/UX opportunities to stand out
+- Target segments underserved by competitors
+- Jobs-to-be-done not effectively solved by competitors
+- Channel or go-to-market approaches not yet deployed
+- Potential partnerships or integrations competitors lack
+
+**Competitive Positioning Recommendation**
+- Recommended competitive positioning for $ARGUMENTS
+- Key differentiators to emphasize
+- Segments or use cases to target or avoid
+- Competitive threats to monitor
+- 12-18 month competitive risks and opportunities
+
+## Best Practices
+
+- Research current competitor websites, pricing pages, and customer reviews
+- Use web search to identify product launches, funding, executive moves
+- Distinguish between direct competitors and adjacent alternatives
+- Validate competitive insights across multiple sources
+- Identify both obvious and subtle differentiation opportunities
+- Consider customer pain points not yet addressed in market
+- Look for emerging competitors or new market entrants
+- Flag competitors gaining traction or gaining market share
+- Consider long-term competitive dynamics and market shifts
+
+---
+
+### Further Reading
+
+- [Market Research: Advanced Techniques](https://www.productcompass.pm/p/market-research-advanced-techniques)
+- [User Interviews: The Ultimate Guide to Research Interviews](https://www.productcompass.pm/p/interviewing-customers-the-ultimate)
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+---
+name: customer-journey-map
+description: "Create an end-to-end customer journey map with stages, touchpoints, emotions, pain points, and opportunities. Use when mapping the customer experience, identifying friction points, improving onboarding, or visualizing the user journey. Triggers: customer journey, journey map, user journey, touchpoint map, experience map, onboarding flow, customer experience."
+---
+
+## Customer Journey Map
+
+Map the end-to-end customer experience from awareness through advocacy, identifying emotions, pain points, and improvement opportunities at each stage.
+
+### Context
+
+You are creating a customer journey map for **$ARGUMENTS**.
+
+If the user provides files (interview transcripts, survey data, analytics, support tickets, or existing journey maps), read them first. Use web search to understand the product if a URL is provided.
+
+### Instructions
+
+1. **Define the persona**: Who is traveling this journey? Use a specific persona with JTBD, not a generic user.
+
+2. **Map the journey stages** (adapt to the product):
+
+   | Stage | Description |
+   |---|---|
+   | **Awareness** | How do they first learn about the product? |
+   | **Consideration** | What do they evaluate? What alternatives do they compare? |
+   | **Acquisition** | How do they sign up or purchase? |
+   | **Onboarding** | First experience with the product — time to value |
+   | **Engagement** | Regular usage — building habits |
+   | **Retention** | What keeps them coming back? What might cause churn? |
+   | **Advocacy** | When and why do they recommend the product to others? |
+
+3. **For each stage, document**:
+
+   - **Touchpoints**: Where the user interacts with the product, brand, or team (website, email, in-app, support, social media)
+   - **User actions**: What they do at this stage
+   - **Thoughts & questions**: What's on their mind ("Is this worth my time?" "How do I...?")
+   - **Emotions**: How they feel (excited, confused, frustrated, delighted) — rate on a scale or use emoji indicators
+   - **Pain points**: Friction, confusion, drop-off risks
+   - **Opportunities**: How to improve the experience at this point
+
+4. **Identify critical moments**:
+   - **Aha moment**: When the user first experiences core value
+   - **Moments of truth**: Decision points where they commit or abandon
+   - **Churn triggers**: Where users most commonly drop off
+
+5. **Create the journey map table**:
+
+   | Stage | Touchpoint | User Action | Emotion | Pain Point | Opportunity |
+   |---|---|---|---|---|---|
+
+6. **Recommend prioritized improvements**:
+   - Which pain points have the highest impact on conversion or retention?
+   - What quick wins can improve the experience immediately?
+   - What requires deeper investment but has the biggest payoff?
+
+Think step by step. Save as a markdown document. For visual journey maps, suggest the user create one in Miro or FigJam using this analysis as the foundation.
+
+---
+
+### Further Reading
+
+- [User Journey Mapping 101](https://www.productcompass.pm/p/user-journey-mapping-101)
+- [Funnel Analysis 101: How to Track and Optimize Your User Journey](https://www.productcompass.pm/p/funnel-analysis)
+- [Market Research: Advanced Techniques](https://www.productcompass.pm/p/market-research-advanced-techniques)
+- [User Interviews: The Ultimate Guide to Research Interviews](https://www.productcompass.pm/p/interviewing-customers-the-ultimate)
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+---
+name: market-segments
+description: "Identify 3-5 potential customer segments with demographics, JTBD, and product fit analysis. Use when exploring market segments, identifying target audiences, or evaluating new markets. Triggers: market segments, customer segments, target audience, market segmentation, who to target."
+---
+
+# Market Segments
+
+## Purpose
+Identify and analyze 3-5 distinct customer segments for your product, understanding their unique jobs-to-be-done, desired outcomes, pain points, and product fit. Use this skill to evaluate market opportunities, prioritize target audiences, or expand into new market segments.
+
+## Instructions
+
+You are a strategic market research expert skilled in market segmentation, customer profiling, and total addressable market (TAM) analysis.
+
+### Input
+Your task is to identify and analyze potential customer segments for **$ARGUMENTS**.
+
+If research data, market studies, customer databases, or existing segmentation documents are provided, read and analyze them directly. Look for behavioral patterns, demographic clusters, and distinct needs across segments.
+
+### Analysis Steps (Think Step by Step)
+
+1. **Market Exploration**: Consider the full addressable market for $ARGUMENTS
+2. **Segmentation Criteria**: Identify logical segmentation dimensions (behavioral, demographic, firmographic, needs-based)
+3. **Segment Definition**: Create 3-5 distinct, non-overlapping customer segments
+4. **Characterization**: For each segment, synthesize profiles and validate distinctness
+5. **Opportunity Assessment**: Evaluate market size, growth potential, and competitive intensity per segment
+
+### Output Structure
+
+For each of the 3-5 segments, provide:
+
+**Segment Name & Overview**
+- Clear, memorable segment identifier
+- Size estimate (% of total market or absolute numbers if data available)
+- Growth trajectory and market dynamics
+
+**Key Demographics & Firmographics**
+- Core characteristics (age, role, company size, industry, geography, etc.)
+- Decision-maker profiles if B2B
+
+**Jobs-to-be-Done**
+- Primary job and desired outcome for this segment
+- Frequency, context, and stakes of the job
+- Success criteria and desired outcomes
+
+**Key Pain Points & Obstacles**
+- Barriers to job completion specific to this segment
+- Consequences of not solving the problem
+
+**Desired Gains & Success Factors**
+- What outcomes matter most to this segment
+- Preferred solution characteristics
+- Cost and time constraints
+
+**Product Fit Analysis**
+- How well $ARGUMENTS serves this segment's needs
+- Unique value proposition for this segment
+- Potential adoption barriers or resistance
+
+**Competitive Landscape**
+- Existing solutions or workarounds this segment uses
+- Alternative approaches or competitors
+
+## Best Practices
+
+- Ensure segments are measurable, accessible, and distinct
+- Prioritize segments with clear jobs-to-be-done and pain points
+- Validate segment assumptions with available data
+- Consider both greenfield opportunities and underserved segments
+- Flag segments requiring additional market research
+
+---
+
+### Further Reading
+
+- [Market Research: Advanced Techniques](https://www.productcompass.pm/p/market-research-advanced-techniques)
+- [User Interviews: The Ultimate Guide to Research Interviews](https://www.productcompass.pm/p/interviewing-customers-the-ultimate)
+- [Crossing the Chasm: The Ultimate Guide For PMs](https://www.productcompass.pm/p/crossing-the-chasm)
+- [How to Achieve Product-Market Fit? Part I: Market and Value Proposition](https://www.productcompass.pm/p/how-to-achieve-the-product-market)
+- [Product Innovation Masterclass](https://www.productcompass.pm/p/product-innovation-masterclass) (video course)
@@ -0,0 +1,90 @@
+---
+name: market-sizing
+description: "Estimate market size using TAM, SAM, and SOM with top-down and bottom-up approaches. Use when sizing a market opportunity, estimating addressable market, preparing for investor pitches, or evaluating market entry. Triggers: market size, TAM SAM SOM, addressable market, market opportunity, how big is the market, market estimation."
+---
+
+# Estimate Market Size (TAM, SAM, SOM)
+
+## Purpose
+Estimate the Total Addressable Market (TAM), Serviceable Addressable Market (SAM), and Serviceable Obtainable Market (SOM) for a product. Includes both top-down and bottom-up estimation approaches, growth projections, and key assumptions to validate.
+
+## Instructions
+
+You are a strategic market analyst specializing in market sizing, opportunity assessment, and growth forecasting.
+
+### Input
+Your task is to estimate the market size for **$ARGUMENTS** within the specified market constraints (geography, industry vertical, customer type, etc.).
+
+If the user provides market research, industry reports, financial data, or competitor information, read and analyze them directly. Use web search to find current market data, industry reports, and growth projections.
+
+### Analysis Steps (Think Step by Step)
+
+1. **Market Definition**: Define the market boundaries — what problem space, which customer segments, what geography or constraints apply
+2. **Top-Down Estimation**: Start from total industry size and narrow to the relevant slice
+3. **Bottom-Up Estimation**: Build from unit economics (customers × price × frequency) to cross-validate
+4. **SAM Scoping**: Identify which portion of TAM is realistically serviceable given product capabilities, channels, and constraints
+5. **SOM Estimation**: Estimate achievable share in the next 1-3 years based on competitive position and go-to-market capacity
+6. **Growth Projection**: Forecast how TAM, SAM, and SOM may evolve over the next 2-3 years
+7. **Assumption Mapping**: Surface the key assumptions underlying each estimate
+
+### Output Structure
+
+**Market Definition**
+- Problem space and customer need
+- Geographic and segment boundaries
+- Key constraints or scoping decisions
+
+**TAM (Total Addressable Market)**
+- Top-down estimate with sources and reasoning
+- Bottom-up estimate for cross-validation
+- Reconciliation of the two approaches
+- Current TAM value (annual revenue opportunity)
+
+**SAM (Serviceable Addressable Market)**
+- Which portion of TAM the product can realistically serve
+- Constraints: geography, language, channels, product capabilities, pricing tier
+- SAM as percentage of TAM with reasoning
+
+**SOM (Serviceable Obtainable Market)**
+- Realistic share achievable in 1-3 years
+- Basis: competitive position, go-to-market capacity, current traction
+- SOM as percentage of SAM with reasoning
+
+**Market Summary Table**
+
+| Metric | Current Estimate | 2-3 Year Projection |
+|--------|-----------------|---------------------|
+| TAM    |                 |                     |
+| SAM    |                 |                     |
+| SOM    |                 |                     |
+
+**Growth Drivers & Trends**
+- Key factors that could expand or contract the market
+- Technology, regulatory, demographic, or behavioral shifts
+- Emerging segments or adjacent markets
+
+**Key Assumptions & Risks**
+- Critical assumptions behind each estimate (numbered)
+- Confidence level for each (high / medium / low)
+- How to validate the most uncertain assumptions
+- What would materially change the estimates
+
+## Best Practices
+
+- Always provide both top-down and bottom-up estimates to triangulate
+- Use web search for current industry data, analyst reports, and market benchmarks
+- Cite sources for market data — avoid unsupported numbers
+- Be explicit about assumptions; label estimates vs. data
+- Distinguish between value-based (revenue) and volume-based (users/units) sizing
+- Consider currency and purchasing power parity for international markets
+- Flag where estimates have wide confidence intervals
+- Recommend specific data sources or research to sharpen estimates
+
+---
+
+### Further Reading
+
+- [Market Research: Advanced Techniques](https://www.productcompass.pm/p/market-research-advanced-techniques)
+- [User Interviews: The Ultimate Guide to Research Interviews](https://www.productcompass.pm/p/interviewing-customers-the-ultimate)
+- [Crossing the Chasm: The Ultimate Guide For PMs](https://www.productcompass.pm/p/crossing-the-chasm)
+- [Product Innovation Masterclass](https://www.productcompass.pm/p/product-innovation-masterclass) (video course)
@@ -0,0 +1,83 @@
+---
+name: sentiment-analysis
+description: "Analyze user feedback data to identify market segments with sentiment scores, JTBD, and product satisfaction insights. Use when analyzing user feedback at scale, running sentiment analysis on reviews or surveys, or identifying user satisfaction patterns. Triggers: sentiment analysis, analyze feedback, user satisfaction, NPS analysis, review analysis."
+---
+
+# Sentiment Analysis
+
+## Purpose
+Analyze large-scale user feedback data to identify market segments, measure satisfaction, and uncover product improvement opportunities. This skill synthesizes feedback into actionable insights organized by user segment, sentiment, and impact.
+
+## Instructions
+
+You are an expert user researcher and feedback analyst specializing in qualitative data synthesis and sentiment analysis at scale.
+
+### Input
+Your task is to analyze user feedback data for **$ARGUMENTS** and identify market segments with associated sentiment insights.
+
+If the user provides CSV files, PDFs, survey responses, review data, social listening reports, or other feedback sources, read and analyze them directly. Extract patterns, themes, and sentiment signals from the data.
+
+### Analysis Steps (Think Step by Step)
+
+1. **Data Ingestion**: Read all feedback sources and create a working inventory
+2. **Segment Identification**: Identify at least 3 distinct user segments or personas from the feedback
+3. **Thematic Analysis**: Extract recurring themes, pain points, and positive feedback per segment
+4. **Sentiment Scoring**: Assign sentiment scores (-1 to +1) for overall satisfaction per segment
+5. **Impact Assessment**: Prioritize insights by frequency, severity, and business impact
+6. **Synthesis**: Create segment profiles with consolidated insights
+
+### Output Structure
+
+For each identified segment:
+
+**Segment Profile**
+- Name/identifier and common characteristics
+- User count or proportion in feedback dataset
+- Primary use case or context
+
+**Jobs-to-be-Done**
+- Core job this segment is trying to accomplish
+- Associated desired outcomes
+
+**Sentiment Score & Satisfaction Level**
+- Overall sentiment score (-1 to +1)
+- Key satisfaction drivers and detractors
+- Net Promoter Score (NPS) proxy if applicable
+
+**Top Positive Feedback Themes**
+- What this segment loves about $ARGUMENTS
+- Key strengths from user perspective
+- Examples of successful use cases
+
+**Top Pain Points & Criticism**
+- Most frequent complaints or frustrations
+- Unmet needs or missing features
+- Friction points in user journey
+- Direct quotes from feedback when available
+
+**Product-Segment Fit Assessment**
+- How well $ARGUMENTS serves this segment's needs
+- Potential to improve fit through product changes
+- Risk of churn or dissatisfaction
+
+**Actionable Recommendations**
+- 2-3 highest-impact improvements per segment
+- Quick wins vs. strategic initiatives
+- Segments to prioritize or de-prioritize
+
+## Best Practices
+
+- Ground all findings in actual user feedback; cite sources
+- Identify both majority and minority perspectives within segments
+- Distinguish between feature requests and fundamental pain points
+- Consider context and constraints users face
+- Flag segments with small sample sizes or uncertain sentiment
+- Look for cross-segment patterns and universal pain points
+- Provide balanced view of product strengths and weaknesses
+
+---
+
+### Further Reading
+
+- [Market Research: Advanced Techniques](https://www.productcompass.pm/p/market-research-advanced-techniques)
+- [User Interviews: The Ultimate Guide to Research Interviews](https://www.productcompass.pm/p/interviewing-customers-the-ultimate)
@@ -0,0 +1,69 @@
+---
+name: user-personas
+description: "Create refined user personas from research data. Generates 3 personas with JTBD, pains, gains, and unexpected insights. Use when building personas from survey data, creating user profiles from research, or segmenting users for product decisions. Triggers: user personas, create personas, persona research, user profiles, persona from data."
+---
+
+# User Personas
+
+## Purpose
+Create detailed, actionable user personas from research data that capture the true diversity of your user base. This skill generates research-backed personas with jobs-to-be-done, pain points, desired outcomes, and unexpected behavioral insights to guide product decisions.
+
+## Instructions
+
+You are an experienced product researcher specializing in persona development and user research synthesis.
+
+### Input
+Your task is to create 3 refined user personas for **$ARGUMENTS**.
+
+If the user provides CSV, Excel, survey responses, interview transcripts, or other research data files, read and analyze them directly using available tools. Extract key patterns, demographics, motivations, and behaviors.
+
+### Analysis Steps (Think Step by Step)
+
+1. **Data Collection**: Read and review all provided research data and documents
+2. **Pattern Recognition**: Identify recurring characteristics, goals, pain points, and behaviors across users
+3. **Segmentation**: Group similar users into distinct personas based on shared motivations and jobs-to-be-done
+4. **Enrichment**: For each persona, synthesize data into a coherent profile
+5. **Validation**: Cross-reference insights to ensure personas are grounded in actual research findings
+
+### Output Structure
+
+For each of the 3 personas, provide:
+
+**Persona Name & Demographics**
+- Age range, role/title, company size (if B2B), key characteristics
+
+**Primary Job-to-be-Done**
+- The core outcome the persona is trying to achieve
+- Context and frequency of the job
+
+**Top 3 Pain Points**
+- Specific challenges or obstacles preventing job completion
+- Impact and severity of each pain
+
+**Top 3 Desired Gains**
+- Benefits, outcomes, or solutions the persona seeks
+- How they measure success
+
+**One Unexpected Insight**
+- A counterintuitive behavioral pattern or motivation derived from the data
+- Why this matters for product decisions
+
+**Product Fit Assessment**
+- How $ARGUMENTS addresses (or could address) this persona's needs
+- Potential friction points or unmet needs
+
+## Best Practices
+
+- Ground all insights in actual data; avoid assumptions
+- Use direct quotes from research when available
+- Identify behavioral patterns, not just demographic categories
+- Make personas distinct and non-overlapping where possible
+- Flag any data gaps or areas requiring additional research
+
+---
+
+### Further Reading
+
+- [User Interviews: The Ultimate Guide to Research Interviews](https://www.productcompass.pm/p/interviewing-customers-the-ultimate)
+- [Market Research: Advanced Techniques](https://www.productcompass.pm/p/market-research-advanced-techniques)
+- [Jobs-to-be-Done Masterclass with Tony Ulwick and Sabeen Sattar](https://www.productcompass.pm/p/jobs-to-be-done-masterclass-with) (video course)
@@ -0,0 +1,88 @@
+---
+name: user-segmentation
+description: "Segment users from feedback data based on behavior, JTBD, and needs. Identifies at least 3 distinct user segments. Use when segmenting a user base, analyzing diverse user feedback, or building a segmentation model. Triggers: user segmentation, segment users, behavioral segments, user groups, feedback segmentation."
+---
+
+# User Segmentation
+
+## Purpose
+Analyze diverse user feedback to identify at least 3 distinct behavioral and needs-based user segments. This skill surfaces hidden customer groups based on jobs-to-be-done, behaviors, and motivations rather than demographics alone, enabling targeted product strategy.
+
+## Instructions
+
+You are an expert behavioral researcher and data analyst specializing in user segmentation and behavioral clustering.
+
+### Input
+Your task is to segment users for **$ARGUMENTS** based on behavior, jobs-to-be-done, and unmet needs.
+
+If the user provides feedback data, interviews, support tickets, product usage logs, surveys, or other user data, read and analyze them directly. Extract behavioral patterns, motivations, and needs across the user base.
+
+### Analysis Steps (Think Step by Step)
+
+1. **Data Preparation**: Read and organize all provided user feedback and data
+2. **Behavior Extraction**: Identify key behavioral patterns, usage modes, and user journeys
+3. **Needs Analysis**: Map jobs-to-be-done, desired outcomes, and pain points for each user
+4. **Clustering**: Group users into distinct segments based on behavior and needs similarity
+5. **Validation**: Ensure segments are coherent, non-overlapping, and actionable
+6. **Characterization**: Develop rich profiles for each segment with representative quotes
+
+### Output Structure
+
+For each identified segment (minimum 3):
+
+**Segment Name & Overview**
+- Clear, descriptive segment identifier
+- Size: estimated number or percentage of user base
+- Brief one-sentence characterization
+
+**Behavioral Characteristics**
+- How this segment uses $ARGUMENTS (primary use cases, frequency, depth)
+- Typical user journey and key touchpoints
+- Technical proficiency or sophistication level
+- Integration with other tools or workflows
+
+**Jobs-to-be-Done & Motivations**
+- Core job(s) this segment is trying to accomplish
+- Underlying motivations and desired outcomes
+- Context and frequency of the job
+- What success looks like for this segment
+
+**Key Needs & Pain Points**
+- Unmet needs specific to this segment's behavior
+- Obstacles preventing effective job completion
+- Current workarounds or alternative solutions they employ
+- Severity and frequency of pain points
+
+**Current Product Fit**
+- How well $ARGUMENTS currently serves this segment
+- Features or capabilities this segment values most
+- Gaps or limitations most frustrating to this segment
+- Likelihood to continue using vs. churn risk
+
+**Differentiated Value Proposition**
+- What unique value could be unlocked for this segment
+- Feature or experience improvements that would maximize fit
+- Messaging and positioning most resonant with this segment
+
+**Segment Prioritization**
+- Strategic importance: growth potential, revenue impact, alignment with vision
+- Implementation difficulty: ease of serving this segment's needs
+- Recommendation: invest, maintain, or de-prioritize
+
+## Best Practices
+
+- Ground segmentation in behavioral and motivational data, not just demographics
+- Use representative quotes and examples from actual user feedback
+- Ensure segments are distinct and serve different core needs
+- Consider interdependencies between segments and prioritization tradeoffs
+- Flag any segments that may be underrepresented in feedback data
+- Validate emerging segments against product usage or customer data when available
+- Consider adjacent behaviors and cross-segment patterns
+
+---
+
+### Further Reading
+
+- [Market Research: Advanced Techniques](https://www.productcompass.pm/p/market-research-advanced-techniques)
+- [User Interviews: The Ultimate Guide to Research Interviews](https://www.productcompass.pm/p/interviewing-customers-the-ultimate)
+- [Jobs-to-be-Done Masterclass with Tony Ulwick and Sabeen Sattar](https://www.productcompass.pm/p/jobs-to-be-done-masterclass-with) (video course)