Week 27 · learning day 2
Market/customer evidence
Capstone Project: New Product Proposal (Part 1) · 45–60 minutes
Today’s outcomes
- Explain market/customer evidence in the context of capstone project: new product proposal (part 1).
- Compare a product decision using the source outcome rather than intuition alone.
- Produce a reusable section of a capstone checkpoint.
Source trace
W27-O02Combine learnings, critical thinking, experience, and understanding of different business contexts.
Core lesson
Make the choice inspectable
Market/customer evidence matters when it changes a real allocation of attention, money, time, or delivery capacity. A strong proposal makes the problem, evidence, choices, and open risks inspectable.
Start by naming the decision and the uncertainty around it. Separate evidence from assumptions, compare at least one alternative, and state what would make you revise the choice.
The source outcome for today is: Combine learnings, critical thinking, experience, and understanding of different business contexts.
What decision will market/customer evidence improve, what evidence is sufficient for that decision, and what is the cost of being wrong?
Worked example
Market/customer evidence in practice
For your proposed new product, the product manager must compare a choice about market/customer evidence. The team records the target user and outcome, the evidence currently available, the strongest alternative, and the next reversible test. The recommendation is written as a choice with a reason—not as a list of features.
Do the work · 20 minutes
Turn the idea into a decision
- Choose a product you know and write the specific decision that market/customer evidence should support.
- List two pieces of evidence, two assumptions, and one credible alternative.
- Make a recommendation in three sentences and add one condition that would change it.
Save to your portfolio
A capstone checkpoint — section: Market/customer evidence
Knowledge check
Answer before opening
What is the decision at the centre of market/customer evidence?
A good answer names an accountable choice, not merely an activity or output.
How should evidence and assumptions be separated?
Label observed facts, interpretations, and untested beliefs explicitly so the next learning step is visible.
What makes the recommendation revisable?
It includes a trigger, threshold, or new evidence that would justify changing course.
What should the portfolio artefact communicate?
The context, considered alternatives, chosen direction, rationale, evidence, and remaining risk.
Spaced review
Reconnect the learning
Reflection