AMA: Google Product Marketing Lead, Vishal Naik on Market Research
November 14 @ 9:00AM PT
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👋 Vishal Naik
Hi all, I'm Vishal Naik, Head of Product Marketing for AI (and platform and developers) at Box
• 👋 Based in: San Francisco
• 🧠 Top of mind: KPop Demon Hunters
• 💬 Ask me about: DIYing stuff
• 🍦 Fun fact: we just opened a new role on the Box AI PMM team
• 👋 Based in: San Francisco
• 🧠 Top of mind: KPop Demon Hunters
• 💬 Ask me about: DIYing stuff
• 🍦 Fun fact: we just opened a new role on the Box AI PMM team
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 2y
Whether to do user research in-house or hire a vendor is a decision that depends on three key factors: budget, time, and quality.Engaging a research vendor is the more ex...
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How and where do you store your buyer personas, messaging and positioning?
What is the format that you use?
I've recently joined a new company and I'm struggling to find out the best way to share new assets with our teams. I was thinking about putting this into some kind of e-book that would become some kind of "bible" about our products (we have 3). Do you have any other ideas?
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 2y
A product source or truth deck that points to your personas, messaging and positioning is a sound format for this. We use this as a model for hero products. Another appro...
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Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 2y
My personal view on this is that your personas are effective if youre influencing the conversation around who should be using/buying your product. Some questions you coul...
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Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 2y
I see generative AI helping marketers understand what options they have for research so that they can ask agencies better questions around what methodologies to use. Gene...
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Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 2y
Honestly I don't. I tend to view frameworks as templates to help guide a business plan. In my experience, no two business questions have been met by the same research pla...
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Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 2y
There are specific roles that are research based, but usually tangential to PMM (aka might sit in the PMM team, might sit elsewhere)--such as competitive intel or researc...
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Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 2y
In my opinion, its a valuable proxy for interest and demand. I've seen, and used, Google Trends data to measure interest. But would note that its probably best to use sea...
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Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 2y
The challenge if your company doesnt always do market research is that you have to prove that there is a gap in your foundational knowledge. Which is always tricky becaus...
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How can a marketing leader at an early-stage startup effectively gather insights from new market segments when the company has limited resources and no existing relationships with potential customers in those segments?
Company has 100 clients in same segment but wants to venture out into others. So I can interview current clients but I am more interested in how to get info from new segments you don’t have access to (and don’t have a budget to hire an agency / research team).
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 2y
Based on your budget, ranging from zero to small, I'd consider the following options:Zero Budget: I'd do a combination of desk research on the industry and listening in o...
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Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 2y
The right agency. Yes it costs money so that does limit whether or not you can leverage an agency, but an agency can be leveraged like an outside consultant giving you th...
3589 Views
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Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 2y
I'd start with my preferred search engine and read up on anything i can find, and look for industry reports or stats that paint my product in the right light. As for comp...
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Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 2y
I'll break this up into two parts:Industry trends: I tend to look to public information here. Press pickup, analyst reports, what's going viral online (for a consumer pro...
3563 Views
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Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 2y
I think the minimum viable approach to MVP feedback would Beta programs or limited release priority user programs where the user is under NDA and can provide product feed...
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How do you manage market research efforts? For example, for a GTM, do you do market research in-house or with an agency?
How do PMMs work with MKT researchers or data scientists if it's in-house? Can you briefly describe the process from briefing to interpreting research work if it's external?
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 2y
At my current company, we have three main ways to conduct product research: in-house with our UXR team, with an agency synthesized by our Insights team, or with an agency...
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