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Charlene Wang

AMA: Payrix VP of Product Marketing, Charlene Wang on Competitive Market Research

August 17 @ 10:00AM PST
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Payrix VP of Product Marketing, Charlene Wang on Competitive Market Research
Top Questions
How would you go about conducting market research for potential clients of a new feature? You've already got your core clients, but are launching a new feature and are looking for unbiased feedback from people net new to your platform/service/offering.
Charlene Wang
Charlene Wang
Qualia VP of Marketing • August 17
There are a few good ways to get relatively unbiased feedback from new customers. The first is to pull a list of recently onboarded customers – these are customers who are newer to your platform and won’t already be intimately familiar with your platform or solution. I’d attempt to reach out to t......Read More
532 Views
1 request
What is the role of product marketing in research? Do you write your questionnaires? Or just inform objectives etc.?
Charlene Wang
Charlene Wang
Qualia VP of Marketing • August 17
Product Marketing plays a pivotal role in market research, bridging the gap between product development and the market's needs and desires. The specific role that PMM plays in market research will vary based on your organization and the different teams that are already in place. In general, here’......Read More
414 Views
1 request
What are your go-to tools for both for quantitative & qualitative market research as a product marketer?
Charlene Wang
Charlene Wang
Qualia VP of Marketing • August 17
Across multiple product marketing organizations, I’ve used a combination of competitive intelligence tools, win/loss interview and analysis tools, tools to collect expert interviews, industry analysts, and industry news sources. To me, these are the key tools for market research for Product Marke......Read More
459 Views
1 request
We don't have a Voice of Customer program. 1. How do you get buy-in and 2. What does an MVP of a VOC program look like?
Charlene Wang
Charlene Wang
Qualia VP of Marketing • August 17
To gain buy-in for a Voice of the Customer (VOC) program, you need to first convince stakeholders of the value of the program. I like to start with a simple proof of concept, which could be as straightforward as conducting a handful of customer interviews to get feedback on areas like NPS or prod......Read More
431 Views
1 request
What are some helpful advice, insights, and tips you can share for effective communication to multiple stakeholders (in different departments) on findings after market research is done?
Charlene Wang
Charlene Wang
Qualia VP of Marketing • August 17
Effectively communicating market research findings across the organization is critical to the success of any Product Marketing team. Here are some tips to do this well: * Understand the needs of your audience: Begin by understanding which insights are vital to each team or individual and why......Read More
418 Views
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