Similarly, in question 3, people often buy things for reasons that have
nothing to do with making or saving money. For example, FITFLOP sandals
neither make nor save money, but they feel good when you wear them on your
feet. So we can expand question 3 to say, "Does the product appeal to
a customer in a way that would cause him or her to pull out the wallet?"
The word "appeal" can be very broad -- everything from plastic surgery to
chrome wheels and blenders can fall into that category.
Now that you have these three "big picture" questions in mind, you can
start to think about the specific questions that you would like to ask your specific
audience. Normally you come up with a set of questions that help you to
understand how the audience is thinking and feeling about your product.
The goal of all of these questions is to gain intimate knowledge of your
customers. You want to know exactly what they are thinking and feeling, and
why.