28 questions total, grouped into 7 sections that follow the order you fill them in:
Definition — 5 questions
Competitive Landscape — 4 questions
Demographics — 8 questions
Psychographics — 3 questions
Interactivity — 3 questions
Branding — 4 questions
Constraints — 1 question
Most questions are Long text — write as much detail as you have, since PA-AI uses your inputs as the foundation for every downstream module. Required questions block submission until answered; optional ones can be skipped if not relevant.
Definition
Frame the problem, the gaps, and how you plan to get to market.
What human problem are we truly trying to solve?
Required · Long text
State the fundamental problem you're trying to solve. Accurate problem framing ensures downstream analysis remains relevant and defensible.
Where does the current experience fall short today?
Optional · Long text
What frustrates people, what feels overcomplicated or poorly understood, and what problems do people rarely call out.
What is your timeline (by stage)?
Required · Long text
Break down your timeline by stage — concept, benchmarking, prototype, user testing, engineering, pre-launch, etc.
Who are the key team members / RACI?
Required · Long text
List your team and their responsibilities (Responsible / Accountable / Consulted / Informed).
What is your planned go-to-market strategy?
Required · Long text
Outline how you plan to launch — primary channels, audience, sequencing, and any GTM constraints.
Competitive Landscape
Define the scope and composition of the competitive set we'll analyze.
Define the market context in which competitors should be considered.
Required · Long text
Specify the market boundaries to ensure competitors are analyzed based on the same customer expectations and decision criteria.
Number of competitors to include in your analysis.
Required · Number / short text
Define how many competitors you want to benchmark. You can always add more later.
Competitor types to include in analysis
Required · Multi-select
Select which competitor types should inform the analysis. Options: Direct, Indirect, Early-stage, Legacy, Failed/discontinued.
Regionality of where the competitors are located
Required · Long text
Select the regions where your competitors operate. This keeps the analysis relevant to your market.
Demographics
Describe who your target audience is across the standard demographic dimensions.
Age range
Required · Short text
Define the age range of your target audience. Broad ranges are fine.
Gender identity (if relevant)
Conditional · Short text
Define the genders of your target audience. Skip if not relevant to the project.
Geography
Required · Short text
Where people live shapes access, behavior, and expectations.
Income range
Required · Short text
Define the income range of your target audience.
Education level
Required · Short text
Define the educational level of your target audience.
Occupations
Required · Short text
Specify the occupations of your target audience.
Life stage
Required · Short text
Define the life stage range of your target audience — student, parent, professional, retiree, etc.
Other project-specific parameters
Optional · Long text
Anything else that matters for this audience that doesn't fit the fields above.
Psychographics
Capture the values, frictions, and trust signals that shape how your audience experiences this.
What tends to matter most to your target audience?
Optional · Long text
What they value, prioritize, or care about when making decisions.
What situations or conditions make your target audience uneasy, resistant, or avoidant?
Optional · Long text
Call out moments that create doubt, stress, or hesitation.
What signals tell your target audience that things are 'working' for them?
Optional · Long text
Describe the cues that build confidence and reinforce trust.
Interactivity
Describe the cognitive shape of the experience and where users should lean in or coast.
How cognitively demanding should this experience feel overall?
Optional · Long text
Describe how mentally effortful this experience should feel — from simple and intuitive to deep and involved.
Where should the experience feel guided or effortless versus requiring deliberate user involvement?
Optional · Long text
Call out where the experience should feel automatic and where users should slow down and stay engaged.
Where is friction acceptable versus unacceptable?
Optional · Long text
Describe where a little effort is okay — and where it would feel frustrating or unnecessary.
Branding
Spell out the identity, credibility, and cultural posture this experience should embody.
How should this experience make people feel about themselves?
Optional · Long text
Call out the self-perception this experience should reinforce, not just the emotion it creates.
What identity or values should it reinforce — and what should it clearly not represent?
Optional · Long text
Call out the values people should see themselves reflected in, plus what to avoid.
What signals would make this feel credible and premium versus generic or cheap?
Optional · Long text
Call out cues that build credibility and quality, as well as anything that would undermine trust.
Are there any cultural considerations this must respect?
Optional · Long text
Note any cultural norms, sensitivities, or expectations this experience should respect.
Constraints
Lock in the non-negotiables that bound everything downstream.
What constraints or non-negotiables must this project operate within?
Required · Long text
List any constraints this project must work within — things that can't be changed or compromised. One constraint per line. e.g. Must fit under an 18-inch upper cabinet; Must run on standard 120V outlet.
Tips for great answers
Be specific. Vague inputs produce vague analysis. Concrete examples, numbers, and named segments give PA-AI more to work with.
Use Suggest answer when you're stuck. Every long-text field has a Suggest answer option — it pulls from your uploaded files to draft a starting point you can edit.
You can come back. Nothing is locked until you hit Submit for Analysis in the Review step. Edit any field as many times as you need.
Skip optional questions if they don't apply. Better to leave optional fields blank than to fill them with filler text.
Download the questions
Prefer to draft answers offline or share with your team? Grab the questions in your preferred format:
PDF — printable reference + worksheet
Word document — editable, opens in Word, Pages, or Google Docs
Excel template — spreadsheet with an answer column for each question
CSV — for importing into Airtable, Notion, or other tools
Plain text — universal format, opens anywhere
Markdown — for Obsidian, Notion, or any markdown editor