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AMA: New Relic Director, Product Marketing, John Withers on Market Research

September 19 @ 9:00AM PST

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We will email you John's answers to these questions after the event in case you can't make it.

How important is market research in a product launch, and what methods do you find most effective?

Can you share an example where market research significantly influenced your launch strategy?

What's the most effective way to use a behavioral segmentation (based on user product engagement) with a more psychographic segmentation (that looks at user needs, attitudes) and a more demographic segmentation to drive product growth and user engagement?

Also can you share examples?

What tools do you use (eg SparkToro, clearbit etc) for qualitative/VOC research or do you rely on good old fashioned interviews?

How do you document your research to ensure it actually gets used?

What are your favorite resources for cost effective research?

What are your go-to tools or resources when conducting market research?

What are the best ways/tactics/channels to leverage my company's commissioned market research?

How do you use research to drive product innovation / test big ideas?

If there is no research team at the company, what are your recommendations for how to conduct market research?

How do you influence/convince your team to implement your research?

What is the most proven method to convert market research into valuable PMM insights that are actionable?

How do I better conduct client interviews to gain valuable insights?

How do your marketing and product teams use personas today to make more effective marketing / product experiences?

As an entry-level marketer, how do you start with customer interviews without existing relationships, get buy-in for a research program, and ensure its is used effectively?

When considering a new initiative, how do you determine what questions to ask your MR team to ensure you are getting the right data to inform your decision?

What is a product marketer's role in pioneering company-wide VOC strategies, making sure that VOC isn't a functional initiative?

What are recommended methods to stay updated on competitors' products and marketing approaches?

How do you best collate, store and sort research and turn in them into insights on an ongoing basis?

How do you make sure to get feedback from decision maker, researcher/influencer in buy GN process and user.