AMA: Glassdoor Product Marketing Team on Market Research
September 27 @ 9:00AM PT
View AMA Answers
Glassdoor Director of Market Insights • 3y
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 organizati...
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Glassdoor Director of Market Insights • 3y
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 offerin...
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Glassdoor Director, Product Marketing • 3y
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 c...
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Glassdoor Director, Product Marketing • 3y
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 ...
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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 add...
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Glassdoor Director, Product Marketing • 3y
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...
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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: ...
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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?
Glassdoor Director, Product Marketing • 3y
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 ...
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Glassdoor Director of Market Insights • 3y
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. M...
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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!
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...
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Glassdoor Director of Market Insights • 3y
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 rese...
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Glassdoor Director of Market Insights • 3y
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. C...
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Glassdoor Director of Market Insights • 3y
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 in...
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