Module 2 of 8 · 20 minutes
Choose a question that tests the claim
Distinguish a category question from a brand-seeded comparison.
A question that already names a vendor gives the answer a head start. It may be useful for evaluating the vendor, but it cannot fairly measure whether a buyer would discover that vendor from a generic need.
Keep question classes separate
A category question asks for solutions to a buyer problem without supplying a brand. A comparison asks how named products differ. A factual question asks about a feature or policy. Each has a purpose. Do not mix their mention rates into one discovery headline.
Synthetic question set
Compare these: What scheduling tools suit a regional field-service team? How does AuroraOps compare with BeaconRoute? Does AuroraOps support recurring appointments? Only the first can directly test unprompted discovery of AuroraOps under that question. The second and third deliberately seed the name.
Define scope before looking at results
Choose the buyer role, category, geography and use case. Keep the intended question wording and question class with the result. A broad question and a narrow one can return different choices without either result being wrong. Rewriting questions after seeing disappointing answers creates selection bias.
Practice, then check
Spend five minutes writing two neutral buyer questions for an invented company. Spend five minutes writing a comparison and a factual question. Label all four. Spend five minutes checking for hidden brand cues or unusually flattering requirements. In the final five minutes, state which claim each question can test.
Your learning artifact
Create four fictional questions with a class label and a one-sentence reason. No real prospect research, outreach or list building.
No real prospecting, paid measurement or company deliverable is required.