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AMA: Handshake Former Head of Product Marketing, Katie Levinson on Market Research
February 3 @ 10:00AM PST
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Handshake Former Head of Product Marketing, Katie Levinson on Market Research
Top Questions
Katie Levinson
Product Marketing Consultant • February 3
Great question, and one we’ve been discussing at Handshake. It’s important to establish a strong collaborative partnership with UXR, ideally with shared goals. Every company is different, but at a startup with limited resources and a lot of work to do, we would outline our needs for the quarter, ......Read More
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Katie Levinson
Product Marketing Consultant • February 3
Sure do! I like to start with some qualitative research first to help get at any nuances in messaging, especially across different audience segments. Then, run a survey (max diff is a great technique) to understand what resonates most with your different segments. If you also have the budget and/......Read More
432 Views
1 request
Katie Levinson
Product Marketing Consultant • February 3
Any VoC insights/data should be shared internally, along with the “so what.” It’s not enough to just share results from a survey or what you’ve heard from your consumers - you have to package it up in a way for stakeholders to understand why it’s important, and what should be done with the inform......Read More
660 Views
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Katie Levinson
Product Marketing Consultant • February 3
First, it’s important to understand what the product team’s goals (and really the company level goals) are, to help you 1) focus in on the insights you need to gather and 2) package those up in a way that is meaningful to the organization. As a PMM, you would own any competitive landscape and mar......Read More
477 Views
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Do you have any tips for performing market research with limited resources—both manpower and financial?
We don't have enough people to conduct lots of interviews or the money to hire a research firm or pay for reports they've already created. How can a one-person PMM team best spend their time and efforts to do effective market research that informs product, marketing, and sales strategies?
Katie Levinson
Product Marketing Consultant • February 3
I’ve been there, a few times! Some tips: 1. Prioritize with your key stakeholders. What is truly the #1 problem/question that your leadership team and/or product manager counterparts looking to understand/solve? Spend your time on the projects that benefit these stakeholders. 2. Ho......Read More
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3 requests
Katie Levinson
Product Marketing Consultant • February 3
It seems like there aren’t that many entry level PMM jobs, outside of established associate PMM programs at larger tech companies. If you don’t get one of those (or another PMM role), try looking for other marketing roles that put you in a highly cross-functional position. This could be a program......Read More
345 Views
1 request
Katie Levinson
Product Marketing Consultant • February 3
First, stakeholders should be involved in your market research before it is even started. Get their buy-in on what the goal is, key learning objectives, and the questions you’ll be asking / data you’ll be uncovering. If you are doing any qualitative interviews, ask stakeholders to be notetakers o......Read More
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