AMA: Asana Director of Product Marketing, Erica Conti on Market Research
July 1 @ 9:00AM PT
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👋 Erica Conti
👋 Hello everyone! I'm Erica, and I'm located in the Bay Area!
💼 I am currently a Director at Asana, focused on our core product. I was previously at Intuit and PepsiCo.
👀 I am focused on developing a new strategy to drive growth with one of our key personas, and reimagining product enablement / training for our Revenue teams.
🤝 I'm a former market researcher and product manager, so I love doing customer research and influencing product strategy! Plus, all things product launch processes!
🍦 I lived in Chicago a few years ago, and am obsessed with Jeni's salted peanut butter and chocolate!
Asana Director of Product Marketing | Formerly Intuit, PepsiCo, Nielsen, Wakefern Food Corp. • 10mo
I always start with my research guidebook template. Here's my step-by-step process:Research Brief development - This is where I get crystal clear on what decision or acti...
977 Views
1 request
Asana Director of Product Marketing | Formerly Intuit, PepsiCo, Nielsen, Wakefern Food Corp. • 10mo
Market research should always drive specific business decisions - never just generate "nice to know" insights. Here are the key decisions I've used research to inform:Go-...
962 Views
1 request
Asana Director of Product Marketing | Formerly Intuit, PepsiCo, Nielsen, Wakefern Food Corp. • 10mo
I've invested in external research when internal capabilities simply couldn't deliver the scope, speed, or expertise needed. Here are the specific scenarios that justifie...
991 Views
1 request
Asana Director of Product Marketing | Formerly Intuit, PepsiCo, Nielsen, Wakefern Food Corp. • 10mo
The biggest challenge isn't generating insights - it's preventing them from becoming shelfware. Here's how I ensure research drives real business impact:Start with clear ...
2128 Views
1 request
Asana Director of Product Marketing | Formerly Intuit, PepsiCo, Nielsen, Wakefern Food Corp. • 10mo
When facing data gaps, I focus on triangulating from multiple known sources. My approach depends on what I'm trying to estimate:For market sizing - I start with broader a...
967 Views
1 request
Asana Director of Product Marketing | Formerly Intuit, PepsiCo, Nielsen, Wakefern Food Corp. • 10mo
True differentiation validation requires moving beyond stated intent to observed behavior. I use a layered approach that moves from early signals to real-world proof:Conc...
2218 Views
1 request
Asana Director of Product Marketing | Formerly Intuit, PepsiCo, Nielsen, Wakefern Food Corp. • 10mo
My go-to approach centers on three core resources that have consistently helped me deliver actionable insights:My research guidebook template - This is my foundation for ...
2921 Views
1 request