AMA: Handshake Former Head of Product Marketing, Katie Levinson on Market Research
February 3 @ 10:00AM PT
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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?
MyFitnessPal VP Product Marketing | Formerly LinkedIn, Credit Karma, Handshake • 4y
I’ve been there, a few times! Some tips: Prioritize with your key stakeholders. What is truly the #1 problem/question that your leadership team and/or product manager co...
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MyFitnessPal VP Product Marketing | Formerly LinkedIn, Credit Karma, Handshake • 4y
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...
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MyFitnessPal VP Product Marketing | Formerly LinkedIn, Credit Karma, Handshake • 4y
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 (...
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MyFitnessPal VP Product Marketing | Formerly LinkedIn, Credit Karma, Handshake • 4y
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 ...
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MyFitnessPal VP Product Marketing | Formerly LinkedIn, Credit Karma, Handshake • 4y
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 anoth...
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MyFitnessPal VP Product Marketing | Formerly LinkedIn, Credit Karma, Handshake • 4y
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...
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MyFitnessPal VP Product Marketing | Formerly LinkedIn, Credit Karma, Handshake • 4y
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 comp...
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