What is the Spotlight framework?
The Spotlight framework helps categorize customer feedback based on the underlying issue. By looking at the type of questions being asked, it categorized feedback into three underlying issues: User Experience issues, Product Marketing issues, Positioning issues.
The type of questions for each underlying issue are:
- User Experience issues: How do I ...?, What happens if ...?
- Product Marketing issues: Can I ...?, How are you different from ...?
- Positioning issues: Am I the right user?
It was originally conceived of by David Cancel at Drift.
The Spotlight framework is a part of the Ideation step of the product management process.