May 22, 2025 @ 9:00AM PT
Vice President Product Marketing · Carta
Hi all, I'm Kelly Kipkalov, Vice President Product Marketing @ Carta:
Carta Vice President Product Marketing • 1y
At Carta, we tend to take a very scrappy approach to qual: we use email to recruit, and Zoom for interviews, Miro or Figjam to document and sometimes crowdsource the takeaways. We don't do any groups at all, it's strictly In Depth Interviews (IDIs).
At BILL our UX research team leveraged UserInterviews for recruitment and panel management. I've also used the usertesting platform, but found that platform to be better at usability research than actual market or customer research.
Market research is really broad - how do you structure approaching market research so you don't boil the ocean and balance depth with getting something out the door quickly?
Carta Vice President Product Marketing • 1y
I always start with a research brief to lay out the objectives and key questions we want answered and then socialize that with cross functional stakeholders to make sure everyone is looking for the same outcomes. In terms of 'enough' research, it's a great question. Most user research relies on qual methods, so sample sizes are often less than 10. That's the research where you have to be careful how you frame up the takeaways because it's likely to be directional research that requires more vali ...Read More
Carta Vice President Product Marketing • 1y
You definitely don't need budget to get insights! To state the obvious, AI has made desk side research so much easier and faster as long as you know enough about the market to ask good questions and guide the tools' response. When it comes to customer insights, you just need access to people: prospects and customers. At Carta we spend lots of time asking our customers questions through in depth interviews (IDIs.). When I was on the QuickBooks business we also did something called a 'follow me ho ...Read More
Carta Vice President Product Marketing • 1y
I've been doing a bit of this myself lately! Besides the obvious answer of using AI tools that can do much broader research than was ever possible before, the other avenue I take is to look for the content that my target customer would be consuming and use that content to try and understand them better. And then that invariably takes me down the path of finding industry white papers and paid market research that would be relevant for them. So as an example, I recently found a very niche online n ...Read More
Carta Vice President Product Marketing • 1y
The UX research function is - in my opinion - one of the most valuable functions in software companies. I have formed fantastic partnerships with UX researchers in the past, their skill set is super unique.I see user research as very distinctly different from market research though. When I'm scoping market research I usually check in with UX research to see if they are trying to solve a similar problem or if they want to participate or shape my research. Usually the distinction comes down to whe ...Read More
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