The Market Gap

The "Market Gap" Validation Worksheet

Product Concept: ____________________ | Target Audience: ____________________

1. The "Dissatisfaction" Deep-Dive

Goal: Find out why current options (competitors) are annoying them.


  • The Context: "When was the last time you went looking for a [Type of product/service/clothing]?"

  • The Friction: "What was the most frustrating part of that experience?"


    Invention: "It broke/didn't work as advertised."


    Digital: "It was too expensive/too hard to use."


    Apparel: "The fit was off/the style was boring/the quality felt cheap."



  • The "Make-Do" Factor: "If you couldn't find exactly what you wanted, what did you settle for instead?"

2. The "Functional vs. Emotional" Audit

Goal: Understand the 'Job to be Done.'


  • The Utility (Invention/Digital): "What is the #1 thing this must do for you to feel it was worth the money?"

  • The Identity (Apparel/Brand): "How do you want to feel (or how do you want others to see you) when using/wearing this?"

  • The Price-Value Link: "What is a price point where you’d think: 'This is so cheap, the quality must be bad' vs. 'This is expensive, but it's a premium investment'?"

3. The "Switching Cost" Test

Goal: Will they actually leave their current habit for your new thing?


  • The Barrier: "If a new brand/tool came out that solved [Problem], what would stop you from buying it immediately?" (e.g., 'I already have too many clothes,' 'It’s too much work to move my data,' 'I don't trust new gadgets.')

  • The "Must-Have" Feature: "What is the one feature or detail that would make this an 'instant buy' for you?"

If you are starting...Focus your questions on...An InventionFailure points. Ask where their current physical tools break or let them down. Focus on durability and "The Better Way."A Digital ServiceEfficiency. Ask how much time they waste on manual tasks. Focus on "The Clicks" it takes to get an outcome.Apparel/FashionThe "I Hate..." List. Ask people what they hate about their current favorite shirt/pants. Focus on fit, fabric feel, and "The Vibe."