Kromatic logo

The Real Startup Book

Evidence-based guides and research methods from Kromatic

My Kit
My Profile
  • The Real Startup Book
  • Copyright
  • Dedication
  • Contributors
  • Foreword to the Second Edition
  • Preface to the Second Edition
  • The Index
    • What Are You Trying to Learn?
    • Index of Questions
    • Index of Methods
    • Reading the Methods
  • Foundations
    • Asking the Right Question
    • From Question to Method
    • Market vs. Product
    • Generative vs Evaluative Research: When to Use Each
    • Hypothesis Checklist
    • AI Pitfalls
  • Generative Market Research
    • AI-Moderated Interview at Scale
    • Pain Point Sorting
    • Contextual Inquiry
    • Discovery Interviews
    • ▣ Data Mining
      • Customer Support Analysis
      • Search Trend Analysis
      • Web Traffic Analysis
    • Experience Sampling
    • Focus Groups
    • Open-Ended Survey
    • Social Media Campaign
    • Storyboard the Pain
    • Synthetic Persona Screening
  • Evaluative Market Experiments
    • Closed-Ended Survey
    • Comprehension Test
    • Secondary Market Research
    • ▣ Value Proposition Test
      • Relabel Test
      • Broken Promise Test
      • Crowdfunding Test
      • Event Test
      • Fake Door Test
      • Flyer Test
      • High Bar Test
      • Landing Page Test
      • Landing Page (Extended) Test
      • Mock Sale Test
      • Online Ad Test
      • Pop-Up Store Test
      • Pre-Sales Test
      • Referral Program Test
      • Sales Pitch Test
      • Video Test
  • Generative Product Research
    • Analog/Digital
    • Ask an Expert
    • Competitive Analysis
    • Competitor Usability Testing
    • Concierge Test
    • Demo Pitch
    • Pocket Test
    • Dogfooding
    • Picnic in the Graveyard
    • ▣ Prioritization
      • Buy a Feature
      • Card Sorting (Features)
      • Product Box
      • Speed Boat
    • Solution Interview
    • Storyboard the Solution
  • Evaluative Product Experiments
    • Dashboards
    • Net Promoter Score (NPS) Survey
    • ▣ Prototyping
      • Paper Prototype
      • 3D Print
      • Clickable Prototype
      • Life-Sized Prototype
      • Mash-up
      • Single Feature MVP
      • Vibe-Coded Disposable MVP
    • Product-Market Fit Survey
    • Usability Testing
    • Wizard of Oz
  • Out of the Box
    • A/B Testing
    • Off-Brand Testing
    • Scorecards
  • Appendix
    • Tags and Other Frameworks
    • Version History
    • Content Principles
    • Tone of Voice
    • Editorial Style Guide
  1. The Real Startup Book
  2. The Index
  3. The Index

Part 1

The Index

A 2x2 framework matrix mapping market vs. product on the columns and generative research vs. evaluative experiment on the rows, with iconographic cell content for each quadrant

“If you don’t index it, it doesn’t exist.”

—Barbara Quint

Contents

  • What Are You Trying to Learn?
  • Index of Questions
  • Index of Methods
  • Reading the Methods
← Previous Preface to the Second Edition Next →What Are You Trying to Learn?
Powered by Kromatic logo Kromatic logo
Copyright © 2026 Kromatic
MCP Server Privacy Policy Terms of Service
Give us feedback
The Real Startup Book — 3D rendering of the print edition

Support The Real Startup Book

The Real Startup Book is free to read online. If it's helping you, buying a copy on Amazon directly supports this open-source project. Available in Kindle and print editions.

Buy on Amazon