AMA: Glassdoor Product Marketing Team on Market Research
September 27 @ 9:00AM PST
View AMA Answers
Glassdoor Product Marketing Team on Market Research
Top Questions
Bonnie Chiurazzi
Glassdoor Director of Market Insights • September 27
There are a few different ways to go about creating personas (which may be more closely aligned to “archetypes” or “segments” depending on the terminology your organization uses). The way you source the data largely depends on what you’re trying to accomplish. But the short answer is you can use ......Read More
3348 Views
2 requests
Patti Lew
Glassdoor Head of Consumer Product Marketing • September 27
1. Ideally you would draw on both a combination of quantitative and qualitative data to shape your segmentation research. Start with a hypothesis of who your TAM (total addressable market) is. This will help you to identify new market segments you may not have thought to target. For ......Read More
949 Views
2 requests
Bonnie Chiurazzi
Glassdoor Director of Market Insights • September 27
1. Persona frameworks are unique to the organizations and teams who use them. But there are a few core elements that will add some structural integrity to your personas. 1. Context and Market - How do you define the market that this persona is pulled from? Do you need to b......Read More
2473 Views
1 request
Bonnie Chiurazzi
Glassdoor Director of Market Insights • September 27
Before we answer this one, here’s a little context about market research at Glassdoor. Our market research team is called “Market Insights” and it sits on the PMM team. Market Insights projects almost always have a strong PMM lead. 1. Before product built, PMM/Market Insights takes it; once bui......Read More
754 Views
3 requests
Bonnie Chiurazzi
Glassdoor Director of Market Insights • September 27
There are so many best practices here! We’ll name the ones most top-of-mind, but please know this is not an exhaustive list. It seems simple, in theory, to conduct a research interview. It’s just asking questions, right? But moderators spend years learning and perfecting their craft. 1. Screen......Read More
986 Views
1 request
Bonnie Chiurazzi
Glassdoor Director of Market Insights • September 28
In our experience, market research is generally better suited toward future-focused strategic decisions than behavioral data (e.g. where can we expand our product offerings and what problems should we be solving?). Behavioral data can usually offer a clearer view into how to improve experiences a......Read More
525 Views
2 requests
Sophia (Fox) Le
Glassdoor Director, Product Marketing • September 27
Yes! Glassdoor, under the leadership of Bonnie (Head of Market Insights), established two market research online communities (MROC): one for consumers (B2C) and one for customers (B2B). We regularly field message tests to these two research communities to get quick, detailed feedback on messaging......Read More
1632 Views
3 requests
What constitutes a competitor, and what is the goal you have in mind when you conduct competitor analysis?
What is your philosophy when it comes to competitors?
Sophia (Fox) Le
Glassdoor Director, Product Marketing • September 28
In the most simpliest terms, a direct competitor is solving a simliar or same pain point as you are. One goal in conducting a competitive analysis as part of your market research is to identify points of differentiation and keeping a pulse on what's working (or not) in market. You can produce hel......Read More
443 Views
2 requests
Sophia (Fox) Le
Glassdoor Director, Product Marketing • September 27
Bonnie, Patti, and I always recommend getting in touch with your target audience/customers by any means necessary! * One way to get started is to identify who has the best direct line to customers/consumers. Make friends w/ Customer Service team and make sure you’re aligned on best practi......Read More
523 Views
4 requests
Patti Lew
Glassdoor Head of Consumer Product Marketing • September 27
1. There are a number of foundational research reports and insights you can provide to your product partners before they delve into the development process. These include: 1. A broader overview of the competitive landscape and market landscape 2. As well as a closer look at the......Read More
3127 Views
3 requests
What role do market trends play in your wider market research program/thought process?
Market trend research is an activity that crops up a lot in product marketing, but I've yet to truly understands its value and application, beyond being something that's quite interesting to include as part of a larger body of work. Thanks!
Patti Lew
Glassdoor Head of Consumer Product Marketing • September 27
Market shifts cannot be ignored, otherwise you will be left behind and will no longer be relevant. In the last two and a half years, we’ve all seen significant changes in the market given global events and cultural shifts on a number of fronts especially in terms of the pandemic and for social ju......Read More
362 Views
3 requests
Sophia (Fox) Le
Glassdoor Director, Product Marketing • September 27
From my, Patti (Head of Consumer PMM) and Bonnie’s (Head of Market Insights) point of view, a successful GTM launch requires early PMM/market research involvement in the product development lifecycle. 1. At the pre launch stage, and ideally during product development: 1. Talk to your targe......Read More
389 Views
4 requests
Bonnie Chiurazzi
Glassdoor Director of Market Insights • September 28
First of all, *hugs*. I've worked on both the vendor and client sides of research, so I've had the opportunity to work with many different teams with varying levels of interest in market research. When I'm working with a team that isn't "bought-in" on the value of market research, it's usually du......Read More
1050 Views
1 request
Upcoming AMA's
Tremendous Head of Product and Corporate Marketing, Ambika Aggarwal on Market Research
October 8 @ 10:00AM PST
Register
Cisco Product Marketing Leader, Elizabeth Grossenbacher on Competitive Positioning
September 17 @ 10:00AM PST
Register
Show All