Strategy question
Amazon Prime is considering launching a variant of its video streaming service to senior citizens (60+yrs). What parameters will you study to understand whether it will be successful to launch their product for this segment? How will you conclude whether it will be a success?
- Amazon
- Strategy
- Hard
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What this question tests
Strategic market research thinking, defining what to study before launching a segment-specific product variant.
How to approach it
- Clarify the goal, is this a new pricing tier, a UI variant, or a content curation change targeted at seniors.
- Identify what to study, current viewing habits of the 60+ segment on Prime today, device usage, e.g. TV versus mobile, and content preferences.
- Study accessibility needs, larger text, simplified navigation, and voice control usage among this segment.
- Study willingness to pay, whether this segment would pay a premium for a simplified or curated experience versus the standard tier.
- Design a small pilot, a simplified UI mode and curated content rail tested with a sample of senior users.
- Define success criteria, engagement lift among senior users in the pilot and stated satisfaction versus the standard experience, before a full launch decision.
What a strong answer includes
- Breaks the research into concrete areas, usage habits, accessibility needs, and willingness to pay, rather than vague 'market research'.
- Proposes a testable pilot instead of a full launch decision made purely on assumptions.
- Considers device context specifically, since older viewers likely favor TV over mobile, affecting where to focus design effort.
- Defines a clear success bar for the pilot, e.g. engagement lift versus the standard experience, before recommending a full rollout.
Common mistakes
- Proposing a full product launch without any validation step.
- Assuming all users over 60 have the same needs and preferences.
- Not defining what would count as success before committing further investment.
Likely follow-up questions
- What would make you decide not to launch this variant.
- How would you test accessibility needs before building.
- How would pricing differ for this segment.
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Learn the skill behind it
Chapters of the AI PM course that teach what this question tests.
- Chapter 4: Discovery and strategy for AI products
- Chapter 9: Prove it paid off: outcomes, economics, and pricing
- Chapter 14: Get the job: the AI PM interview loop