Use these questions to identify a candidate’s technical knowledge and abilities
Use these questions to determine how a candidate handled situations in the past
Use these questions to assess a candidate’s personal traits and cognitive skills
Why this matters:
A great product manager can put themselves in the shoes of the end user to create products that meet their needs and desires. This question asks whether they can do that in reverse—articulating what makes a product great based on its function and design, as well as more intangible elements, like the way it makes them feel when they use it.
What to listen for:
- Look for answers that demonstrate creativity and critical thinking.
- Candidates should be able to clearly and concisely communicate why their proposed improvement would be appealing to the target audience—or how it could attract a new audience.
Why this matters:
This question tests whether your candidate knows how to use data effectively to get to the root of a product challenge. Even if they have an idea of what’s causing the issue, the best product managers still look to the data to back up their instincts, then adjust their hypothesis and solution depending on what the data tells them.
What to listen for:
- A great answer will show that the candidate would immediately track down the data they need to identify the cause of the issue.
- Strong candidates may also mention that their first step would be to keep the stakeholder calm and explain that they’ll get to the bottom of things.
Why this matters:
Any top product manager should be able to offer a relevant and practical solution to a commonplace business problem such as this. While some products are evergreen, others need to be tweaked and improved upon over time to keep pace with competitors, advancements in the industry, and evolving consumer preferences.
What to listen for:
- Listen for answers that show the candidate has a good understanding of your company’s offerings and your target audience.
- A good answer might include lowering the price of the legacy product to appeal to a more thrifty consumer.
Why this matters:
Product managers play an instrumental role in launching new products to market, so you need to know that your new hire has a track record of success. Beyond giving you an insight into the candidate’s experience and thought process, this question can also reveal how collaborative they are. Pay attention to these nuances, because they can tell you a lot about how a person will act on the job.
What to listen for:
- Strong answers will cover how the candidate arrives at their launch strategy, writes a plan, and tracks progress.
- Listen for answers that use a healthy mix of “I” and “we” pronouns, highlighting both individual and team contributions.
Why this matters:
If your company takes the user experience seriously, then your next product manager should too. Immersive research (sitting with a customer in their natural setting and watching them use a product in real-time) is one of the most valuable ways to learn about and evaluate a product, so depending on the role, you may be looking for a candidate who’s done this type of research—or is eager to try it.
What to listen for:
- Ideal candidates may have hands-on experience doing qualitative data collection and will know how to prepare for and debrief after a session.
- Top answers will cover how they used the data they gathered to inform future decisions.
Why this matters:
Sometimes, product managers are forced to make incredibly tough decisions about the products their team creates. A strategic project manager must be capable of prioritizing projects based on the good they could do for the business. Even if a candidate hasn’t faced this challenging situation before, they should be able to provide a hypothetical answer.
What to listen for:
- Candidates should discuss how they forecast the impact of any given project.
- Top answers will also highlight the role market positioning plays in their final decision—like considering whether a competitor has this product.
Why this matters:
This question screens for adaptability. Since a product manager will need to keep up with the changing demands of the market, this is an essential soft skill for the role, so your new hire should be comfortable adjusting to new processes, tools, and tasks. Whatever the situation, it’s up to the product manager to steer the team successfully in the new direction.
What to listen for:
- Strong candidates will demonstrate a proven ability to think on their feet and gather the information they need to adapt to the new situation.
- Top answers will highlight what the candidate learned from the situation and how this knowledge has impacted other projects.
Why this matters:
An experienced product manager knows that making tough decisions is an essential aspect of the role. To lead multi-disciplinary teams with all their competing priorities to success, a product manager must be decisive but fair, communicating effectively with everyone involved to ensure they understand why certain decisions are being made.
What to listen for:
- Top answers will stress that while diplomacy is the goal, moving projects forward often means pushing for quick decisions.
- A poor answer may indicate that the candidate always strives for consensus over compromise, even if it creates gridlock.
Why this matters:
A product manager needs to be able to bridge the gap between many different departments, so strong communication skills are a core requirement of the job. This role will sometimes require them to explain technical concepts to people from non-technical backgrounds, so you need to feel confident that your new hire can do this without leaving listeners confused.
What to listen for:
- Listen for evidence that a candidate can explain concepts using simple terms, preferably in less than three sentences.
- A great candidate may also use an easy-to-understand analogy to get the idea across.
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