AMA: Cortex Head of Product Marketing, Lauren Craigie on Market Research
August 30 @ 10:00AM PST
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Cortex Head of Product Marketing, Lauren Craigie on Market Research
Top Questions
Lauren Craigie
Cortex Head of Product Marketing • August 30
One way to do this is to lean into surveys—where you won’t have direct contact with your audience. But even then you’ll need to strip questions down to very specific structures. If you look up System Usability Survey for example, you’ll find specific guidelines for framing and repeating questions......Read More
389 Views
1 request
Lauren Craigie
Cortex Head of Product Marketing • August 30
* Product usage data * NPS (I always prefer the standard calculation here as a bench mark but there’s other questions you should ask to determine how much value your customers get out of the product) * Feature satisfaction ranking surveys * Customer product requests * Customer supp......Read More
507 Views
2 requests
Which research activities does your product marketing team do internally, and which research activities do you outsource?
I'm trying to figure out how to structure my team, and what to use external resources for.
Lauren Craigie
Cortex Head of Product Marketing • August 30
For gut checks on messaging, or for unguided surveys like pains and gains I do it myself via SurveyMonkey or Wynter. $600-$1200 will get you 50-100 answers from folks that meet your target market (you can choose qualifiers like industry, title, seniority, location but each will shrink the size of......Read More
427 Views
3 requests
How do you organise/synthesise data for creating personas?
I am in the process of developing personas, and the data will come from multiple sources such as reviews, interviews, and internal insight. Do you have a tool, template or best practices for organising the insights to then turn into personas?
Lauren Craigie
Cortex Head of Product Marketing • August 30
Re: templates. Feel free to reach out on LinkedIn and I’ll share what templates I’ve used in the past for ICP and personas. Re: Synthesizing approach: I try to keep the majority of collection activities very public to the founders and team leads as I go. I don’t want my final synthesis to feel......Read More
722 Views
1 request
Lauren Craigie
Cortex Head of Product Marketing • August 30
I have an answer to this, but also a caution! Caution: Everyone likes to have a slide in their analyst briefing decks that shows all the adjacent markets you’ll eventually conquer. (We have one too so no shade). But I would caution that there’s a difference between building a narrative that gi......Read More
371 Views
1 request
Lauren Craigie
Cortex Head of Product Marketing • August 30
I love mixing a short term win with long term gain. For example, maybe I’m writing a blog or prepping a presentation—I’ll ask for budget to do a quick industry or customer survey to create some good punch points. That’s a short term win. But I’ll add questions into the survey that I know I won’t ......Read More
400 Views
1 request
Lauren Craigie
Cortex Head of Product Marketing • August 30
Not segmenting insights appropriately. If you’re leaning too heavily on what your biggest customers want, or what an industry report of c-suites says, but haven’t organized those insights according to your ICP, target personas, and unique buyer journey, you may over-rotate your roadmap and campai......Read More
790 Views
1 request
What are your favorite platforms/vendors for facilitating customer research?
Quickly, accurately, reliably (particularly for smaller organizations and PMM teams)
Lauren Craigie
Cortex Head of Product Marketing • August 30
Customer (as in they’re paying you for your product) research:
Google forms
Typeform (there’s a free edition as well as a super cheap team plan)
SurveyMonkey
368 Views
2 requests
How do you establish research as a product marketing function when there is a UX research team already owning most research initiatives?
And how to you create ownership of that function when UX research believes they should be the sole owner of all research?
Lauren Craigie
Cortex Head of Product Marketing • August 30
Oh I love that you have a UX team that does a lot of this work! TLDR your UX team is building for what your ICP expects to see in product. You (the PMM) are building the ICP that they’re building for. Here’s how I’ve worked alongside that group in the past, but I’m sure it could be different fr......Read More
363 Views
1 request
Lauren Craigie
Cortex Head of Product Marketing • August 30
If your buyers are reading their reports, I treat it with the same weight as competitor positioning. In that—even if it doesn’t align exactly with your view of the world (it’s probably 9-12 months behind where you WANT the majority of your market to be)—it’s still a message that your buyers are h......Read More
697 Views
2 requests
Lauren Craigie
Cortex Head of Product Marketing • August 30
Some ideas: * Free: Use polls on LinkedIn. You can see who responds (their title, positions held in the past etc) * Free: Unincentivized user surveys * Cheap: Incentivized user surveys * Cheap: SurveyMonkey or Wynter for market surveys * Cheap: Wynter for buyer interviews (compared t......Read More
679 Views
1 request
What are some methods or tools, apart from interviews & surveys, you use to research and understand customer needs in-depth?
I'm helping PMs with customer and product discovery and looking for tips to increase the sources of information for my research.
Lauren Craigie
Cortex Head of Product Marketing • August 30
If you’re collecting product usage data I would look for the sticky parts and the untouched parts of the platform that your data shows should be valuable. Where do people dwell—is it because that part of the platform is hard to understand or because they get the most value from it? What’s missing......Read More
708 Views
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