AMA: Asana Director of Product Marketing, Erica Conti on Market Research

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: Concept and prototype testing for initial signals - I test early concepts with target users, focusing specifically on purchase intent and replacement behavior ("Would you use this instead of your current solution?"). This gives me directional insights quickly. Painted door tests for behavioral validation - I create fake features or ...Read More

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 every project. It forces me to get crystal clear on my research objectives upfront, specifically what decision or action I'm trying to inform. It also guides my target audience recruitment and discussion guide creation for qualitative studies. Without this structure, my research can quickly become unfocused and less actionable. ...Read More

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 decision-making objectives - Before any research begins, I define exactly what decision or action it will inform. This prevents the "interesting but not actionable" trap. Build credibility through triangulation - Qualitative insights backed by quantitative analysis carry exponentially more weight than qual alone. I always layer ...Read More

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 action the research will inform. I also document existing insights to avoid researching what we already know, as well as my existing hypotheses. Kick-off alignment session - I use this meeting to align stakeholders on the research approach, test stimuli, and recruitment criteria. Getting everyone on the same page here prevents scop ...Read More

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 available data (like total knowledge workers globally) and systematically narrow it down using survey responses from similar populations, either from external or internal studies. I reference industry reports, competitive disclosures, and customer research to cross-validate the size estimates. For user/revenue impact modeling - ...Read More

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 justified the budget: Large-scale market segmentation requiring statistical significance - We needed to understand buying behaviors across multiple personas in multiple verticals. To cut the data meaningfully by segment, we required 2,000+ survey responses. Our internal teams couldn't source that volume while maintaining quality, and th ...Read More

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-to-market strategy decisions - Target persona prioritization, vertical selection, and use case focus. This research directly shapes where we invest sales and marketing resources. Messaging and positioning effectiveness - Testing message resonance and competitive differentiation. I measure comprehension, believability, and purch ...Read More