AMA: ClassDojo Head of Product Marketing, Ali McCourt Turhal on Market Research

I’ve always believed scrappy research can have an outsized impact. The key is to tie research directly to a decision the company is already struggling with. If you can fr...

Short answer: you shouldn’t. Conversations are how you build real customer empathy and uncover the problems you can actually help solve. Without them, you’re building per...

AI is making research far more accessible. You don’t need big budgets or months of fieldwork just to get started. You can learn whatever you want quickly and use it to ki...

Market research is one of the fastest ways to sharpen GTM because it clarifies who the real buyer is, what drives their decisions, and what narratives you need to win.Two...

My go-to toolkit is all about balancing speed with signal. Some methods are powerful but slow (e.g. large-scale quant), others are quick but shallow. The goal is to balan...

Market analysis and customer research are two sides of the same coin. Market analysis tells you the “what” - category trends, competitor moves, whitespace, adoption rates...

The biggest time sink in research is starting too broad or not being clear on what problem you’re solving. The fastest way to save time is to force clarity upfront. I use...

We always distill research into a 1-page TL;DR with the context, key findings, and (most importantly) implications. Nobody has time to read a 50-slide deck, but everyone ...

I think about this the same way I think about writing a creative brief. If you don’t start with clarity on what problems you’re trying to understand or solve, you won’t g...

The mistake a lot of teams make is treating research as one-off reports. They get filed away, rarely revisited, and the same questions get asked again and again. The real...