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Ali Jayson

AMA: Matterport Vice President Marketing, Ali (Wiezbowski) Jayson on Market Research

June 23 @ 9:00AM PST
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Matterport Vice President Marketing, Ali (Wiezbowski) Jayson on Market Research
Top Questions
How do you see qualitative research differently from UX research, if at all, when it comes to product marketing?
Ali Jayson
Ali Jayson
Matterport VP Marketing • June 23
I absolutely love working with UXR teams. And I completely understand the reason for the question. The truth is, yes it can be confusing. Fundamentally, I do think they share a macro goal -- which is to understand humans, their motivations, etc. But the ways in which we evaluate these can be slig......Read More
577 Views
4 requests
What's the best outcome you've gotten through buyer or customer research? Was it really worth all the effort / money?
Ali Jayson
Ali Jayson
Matterport VP Marketing • June 23
Absolutely worth the effort! A great example of where extensive qual and focus group research really was worth it was when we launched Uber Pro. In initial product strategy discussions, the internal team was exclusively looking at financial upside or discounts as rewards. But what we learned thro......Read More
1030 Views
2 requests
How do you decide which market research questions will move the needle most for your company?
Ali Jayson
Ali Jayson
Matterport VP Marketing • June 23
It always starts with the business objective, and then moves into user needs. What I find is that happy, satisfied customers most often move the business forward. So, I like to start with a long-arch view of what we are trying to achieve, quickly followed by what we hope our users will say / feel......Read More
964 Views
1 request
What is the role of product marketing in research? Do you write your questionnaires? Or just inform objectives etc.?
Ali Jayson
Ali Jayson
Matterport VP Marketing • June 23
In my view, the goal is to  1. help define the objectives of the research based on business & user needs  2. support research as they execute the research plan to ensure the research methodology & questions deliver on the objectives  3. Once research is complete, help narrow and refine ho......Read More
372 Views
4 requests
What are your go-to tools for both for quantitative & qualitative market research as a product marketer?
Ali Jayson
Ali Jayson
Matterport VP Marketing • June 23
Nothing beats sitting with a customer and actually listening to them. I can't reinforce enough the importance of this. As companies grow, its easy to lean on reports / reporting to tell you "what the customer thinks & feels". But there is so much nuance in how people communicate -- and as humans,......Read More
3695 Views
1 request
Where should you start, especially if you have little to no budget for research. Are there any free/low-cost existing resources? Or standard strategies/plans of attack?
Ali Jayson
Ali Jayson
Matterport VP Marketing • June 23
Absolutely! There is a ton of incredibly important data & insights in what you're probably already doing related to your product:  * Web - Look where people are spending their time, dropping off, what is getting the most clicks * Ads - Same as above. Target multiple groups with multiple cre......Read More
428 Views
4 requests
Which research activities does your product marketing team do internally, and which research activities do you outsource?
I'm trying to figure out how to structure my team, and what to use external resources for.
Ali Jayson
Ali Jayson
Matterport VP Marketing • June 23
It's a healthy balance of both. We do smaller, qualitative user feedback sessions mostly internally -- especially with customers who are in beta programs for our new features.  But broader market research initiatives that require greater scale, we often bring on great partners like Forrester, ......Read More
1036 Views
3 requests