AMA: Momentive Director of Product Marketing, Global Insights Solutions, Morgan Molnar on Market Research
March 23 @ 10:00AM PT
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👋 Morgan (Molnar) Lehmann
Hi! I lead Corporate Marketing at SurveyMonkey, which includes Product & Lifecycle Marketing, Communications, and Research. I got my start in marketing insights at Nielsen, and have been at SurveyMonkey for over a decade which is where I discovered my passion for product marketing. At SurveyMonkey, I've seen it all: pre-IPO growth-mode, going public, scaling our Enterprise motion, re-focusing on PLG, Private Equity ownership, M&A, rebrands, and more. I live in Redwood City, CA with my husband, 2 young children and golden retriever.
SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 4y
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 c...
792 Views
4 requests
SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 4y
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! ...
802 Views
1 request
SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 4y
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,...
833 Views
2 requests
SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 4y
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 ...
871 Views
2 requests
SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 4y
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...
590 Views
2 requests
SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 4y
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... wh...
555 Views
2 requests
SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 4y
We just went through this exercise at Momentive, focusing specifically on building buyer persona "packs" – a collection of materials to help our broader organization unde...
4798 Views
5 requests
SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 4y
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 e...
1100 Views
2 requests
How do you conduct Marketing Research?
Walk us through the process you use to gain customers insights at Audible and in other organizations
SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 4y
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,...
729 Views
3 requests
SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 4y
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...
979 Views
3 requests
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!
SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 4y
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 lo...
430 Views
1 request