AMA: Intercom Product Marketing Lead, Platform, Sonia Moaiery on Market Research

It really depends on the stage/GTM motion your company is in. You might want to focus on the user if you are really focused on product-led-growth (PLG) and reaching that ...

I believe the best way to segment your market is to do initial high-level qualitative interviews to get a broad understanding of the market, followed by a robust quantita...

I always start with positioning ideas as hypotheses (a fancy term for your hunches). This approach is helpful to show stakeholders that you’re open to their input/feedbac...

It’s no surprise since at Intercom we offer an in-product surveys tool, so I’m naturally a big fan of in-product surveys. Even before Intercom, I had always seen a 3-4x r...

Interesting! I think it's always best to acknwoledge your stakeholder groups concerns. They're probably mostly worried about the following 1) overwhelming a client with t...

It really depends on a few factors: time, resources and who the competitive research helps. I would answer these questions to help you gauge how deep you go. There are en...

Understanding the market landscape and how it breaks down is a good first step. For example, within the broader category of "customer engagement" there are sub categories...

I think it’s helpful to have a customer advisory board - this is a select group of 5-10 customers who you meet with every 3-6 months to talk about big strategy topics lik...

It depends on the company and if you have a formal research function or not! I've done everything from recruit participants, write discussion guides, field surveys, moder...