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AMA: Momentive Director of Product Marketing, Global Insights Solutions, Morgan Molnar on Market Research
March 23 @ 10:00AM PST
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Momentive Director of Product Marketing, Global Insights Solutions, Morgan Molnar on Market Research
Top Questions
Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • March 23
We just went through this exercise at Momentive, focusing specifically on building buyer persona "packs" – a collection of materials to help our broader organization understand our target personas. Depending on your project timeline, you'll likely want to conduct a blend of primary and secondary ......Read More
2526 Views
5 requests
Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • March 23
Hah! You kinda answered your own question here. Create competitive intel that is easy to read and applicable to how Sales will use it! Sales doesn't want a novel about each competitor. They want high-level bullets that help them understand how to put their own company in context of that compet......Read More
778 Views
2 requests
Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • March 23
Qualitative research is purely a category of research methods, and can be used for a variety of business needs / research goals. Qualitative "qual" research methods are can include observation, ethnography, 1:1 interviews, focus groups, and more. Qual research typically deals with unstructured da......Read More
730 Views
4 requests
Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • March 23
There are many ways you could segment your market for your marketing and sales motions: from industries to personas to company size to geographies (and for B2C companies, major demographics like age, gender, etc come into play). The questions you need to ask are "Do these groups of customers have......Read More
542 Views
2 requests
Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • March 23
Organizations will typically have the most behavioral data on their own customers and visitors. They know what customers are doing (and not doing) on their platform... where they drop off in a conversion funnel, what they click on, how frequently they log in, the product/feature mix they have use......Read More
502 Views
2 requests
Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • March 23
All the time! Again, I'm lucky to be a product marketing leader working on a market research product, so I have unlimited access to our own message testing solutions. We approach quatitative message testing a couple different ways: - Our live marketing assets provide a great testing ground fo......Read More
469 Views
2 requests
Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • March 23
There are several departments who currently share "ownership" of competitive intelligence at Momentive, but we have plans to hire someone dedicated to this in the PMM org. Some of the top sources, tools, and vendors we use for competitive intelligence are: - Crayon.co for our comprehensive compe......Read More
679 Views
3 requests
Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • March 23
When you have no budget: If you already have a survey platform in place, conducting interviews and surveys of your own lists (customer & prospect databases) is free! You just need a way to recruit them. For interviews or smaller sample sizes, you may want to go directly through your customer suc......Read More
748 Views
1 request
What role do market trends play in your wider market research program/thought process?
Market trend research is an activity that crops up a lot in product marketing, but I've yet to truly understands its value and application, beyond being something that's quite interesting to include as part of a larger body of work. Thanks!
Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • March 23
I agree with you - tracking market trends is not something I'm doing on a continuous basis. Mostly because in our category, the trends don't change that often. We will look into big shifts and market trends about annually as part of our company's annual strategic & operational planning process. A......Read More
394 Views
1 request
How do you conduct Marketing Research?
Walk us through the process you use to gain customers insights at Audible and in other organizations
Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • March 23
I wrote a comprehensive guide to doing market research here: https://www.surveymonkey.com/mp/market-research-ultimate-guide/ It walks you through planning & scoping, study design, data collection, analysis, and taking action. Note that it is mostly focused on survey research, but the guide doe......Read More
585 Views
3 requests
Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • March 23
Here is where market research can and should fit into the GTM life cycle: Exploration / business case justification: * Market sizing; TAM analysis * Market trends analysis * Usage & Attitudes study (incl identifying use cases) * Competitive intelligence Product development: * Shopper i......Read More
540 Views
2 requests
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