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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
    • Card Sorting - Pain Points
    • Contextual Inquiry
    • Customer 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
      • Value Proposition Test - Boomerang
      • Value Proposition Test - Broken Promise
      • Value Proposition Test - Crowdfunding
      • Value Proposition Test - Event
      • Value Proposition Test - Extended Landing Page
      • Value Proposition Test - Fake Door
      • Value Proposition Test - Flyer
      • Value Proposition Test - High Bar
      • Value Proposition Test - Landing Page
      • Value Proposition Test - Mock Sale
      • Value Proposition Test - Online Ad
      • Value Proposition Test - Pocket
      • Value Proposition Test - Pop-Up Store
      • Value Proposition Test - Pre-Sales
      • Value Proposition Test - Referral Program
      • Value Proposition Test - Sales Pitch
      • Value Proposition Test - Video
  • Generative Product Research
    • Analog/Digital
    • Ask an Expert
    • Competitive Analysis
    • Competitor Usability Testing
    • Concierge Test
    • Demo Pitch
    • Dogfooding
    • Picnic in the Graveyard
    • ▣ Prioritization Games
      • Prioritization Games - Buy a Feature
      • Prioritization Games - Card Sorting
      • Prioritization Games - Product Box
      • Prioritization Games - Speed Boat
    • Solution Interview
    • Storyboard the Solution
  • Evaluative Product Experiments
    • Dashboards
    • Net Promoter Score (NPS) Survey
    • ▣ Product Prototyping
      • Paper Prototyping
      • Product Prototyping - 3D Print
      • Product Prototyping - Clickable Prototype
      • Product Prototyping - Life-Sized Prototype
      • Product Prototyping - Mash-up
      • Product Prototyping - Single Feature MVP
    • Product-Market Fit Survey
    • Usability Testing
    • Vibe-Coded Disposable MVP
    • Wizard of Oz
  • Out of the Box
    • A/B Testing
    • Off-Brand Testing
    • Scorecards
  • Appendix
    • Content Principles
    • Tone of Voice
    • Editorial Style Guide
    • Version History
    • Tags and Other Frameworks
  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?
Published by Kromatic logo Kromatic logo
Edited by Tristan Kromer with 50 contributors CC BY-SA 4.0
© 2026 Kromatic · v0.1.0
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