Product Discovery & User Research
Last reviewed
Correct answer: A. Whether customers will buy it or users will choose to use it
Explanation
The principle — each of the four risks asks one question, and value asks about choice.
Why the key is correct — Cagan's value risk is whether customers will buy it or users will choose to use it It is about the decision a person makes when nothing compels them to make it.
Why the others are wrong — margin belongs to business viability, which Cagan keeps separate. General confidence is not a risk at all; naming four questions is what replaces it. And whether someone can work out the interface is usability, which is answered by watching them try, whereas value is answered by watching them decide.
Remember this — value is about choosing, not about understanding, affording or building.
Sources — Marty Cagan on the four big risks, Silicon Valley Product Group.
Sources
“whether customers will buy it or users will choose to use it”
“whether users can figure out how to use it”
Practise 10 questions on this topic
Take Product Discovery & User Research — Timed Test 1 (10 questions) — scored instantly, explanation for every question, no login.