AMA: Guidewire Software VP Product Marketing, Axel Kirstetter on Market Research
June 11 @ 10:00AM PT
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How do you collect, analyze and share your customer feedback?
I feel like my customer feedback is scattered throughout surveys, Google docs, Google sheets, Salesforce, and Slack...
It's pretty tough to get an over-arching view of my customer feedback on an on-going basis. Do you use any tools or have advice on how to collect, analyze and share your customer feedback?
Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • 1y
Collecting and analyzing structured and unstructured data is indeed one of the hardest things with research. In general, I recommend that you partner up with your UX team...
421 Views
1 request
Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • 1y
A few thoughts on this: Follow the business goals! If it is adoption, then research how users consume new product information. If it is to increase revenue, then identif...
532 Views
2 requests
How do you organize/synethize 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 organizing all these data points to make sense of it and then turn it into a persona?
Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • 1y
Data for personas can be grouped into various categories demographic. like age, gender, residence, and education levels product usage. feature and service preferences ca...
546 Views
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Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • 1y
Sure.Begin by clearly defining the objectives and key metrics, such as improving customer satisfaction or identifying product improvement areas. From there, map out the k...
804 Views
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Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • 1y
This is a big question and the answer depends on many factors, including company culture, investment scale, distribution model and decision speed. That said, here are a f...
857 Views
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Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • 1y
In an inbound capacity, it is a source of information that allows you to back up or shape your PoV. Sometimes they are spot on sometimes their insight does not apply. Tha...
577 Views
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Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • 1y
Start by conducting comprehensive customer research through surveys, interviews, and focus groups to understand the audience at each stage of their journey. Map out the t...
794 Views
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Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • 1y
We are yet to use "it depends". well, it depends.. on how much time you have for your launch, how much risk is associated with the launch and how big your budget is. I re...
536 Views
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Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • 1y
My experience with the quantitative side is that its difficult to share with others. You can, of course, make it available, and you should. But unless others replicate th...
734 Views
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Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • 1y
When deciding what data points to gather during market research, I start by aligning the research objectives with the business goals, such as understanding customer needs...
727 Views
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Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • 1y
To understand industry trends and customer behavior, i like to use a mix of quantitative and qualitative market research methods. On the quant side, lots of number crunch...
414 Views
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Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • 1y
Don't overthink it. there is a lot of free information and data available. Look through patterns in your CRM or call data. join Sales on pitches. Listen in to SDR calls. ...
394 Views
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How have you managed to curate and centralize customer comments, queries and complaints so that it becomes actionable to you as a product marketer?
We have various customer-facing teams that communicate with customers each and every day. Unfortunately, they all have different processes and therefore customer comments and questions are not organized in a centralized location. Some use Salesforce to track items, others just keep communications within their emails, and some do not track these comments and questions at all.
Looking to see how you handle this for inspiration and/or ideas.
Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • 1y
Another user asked a similar question. In terms of a tool for organizing and curating inputs, I recommend Dovetail. It takes time and diligence. There are two ways to tak...
744 Views
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What are some of the biggest challenges you've encountered running a win/loss program internally, that made you seek an external partner?
Data candidness and fluency are two I commonly hear, but I'm curious of others.
Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • 1y
The number one reason to seek an external partner is to neutralize internal bias. The reverse of that coin is external partners don't understand the industry. There is al...
753 Views
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Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • 1y
With existing leads one needs to check how representative they are of the market overall. Is their use case one that can be replicated. Is their brand name recognizable s...
759 Views
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Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • 1y
In general, research should be mapped to business objectives. Specifically, and from a discovery mode, I advocate for research into value (for the purpose of pricing and ...
783 Views
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Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • 1y
Market intelligence is distinct from competitor intelligence. They serve a different purpose. The key is to tie it into business objectives. If your sales team is doing g...
795 Views
1 request