AMA: Quickbase VP of Product Marketing, Sarah Din on Market Research

Survey & Panel Tools: Budget-friendly: SurveyMonkey, Typeform, Google Forms Mid-range: Qualtrics, Pollfish, Wynter Enterprise: GLG, NewtonX, Bridger Voice of Customer: Software tracking: Pendo, Heap, Amplitude Call analysis: Gong, Chorus Feedback tools: Hotjar, FullStory User Research: Testing platforms: UserTesting, UserZoom Analysis tools: Dovetail, EnjoyHQ Recruitment: UserInterviews, Respondent Competitive Intelligence: Tracking: Klue, Crayon Win/Loss: Clozd, Primary Intelligence Market ...Read More

I would break this down into these steps: Gathering Data: This can be a mix of customer interviews, analyst briefings, using sales calls for feedback, doing qualitative expert interviews that map to your ICP, customer or market surveys, etc. he key is to pick a very specific topic, have a hypothesis and then do the research to gather insights on that specific topic. Analysis Tag feedback into themes Prioritize by frequency & business impact Cross-reference against product strategy Validate p ...Read More

This depends on what kind of research you are looking to do, but here is a broad overview Here is what you need to get started Set clear research objectives Small pilot study Mix of qualitative/quantitative Focus on one customer segment Budget can look like so: Low ($0-5K): DIY tools, surveys, interviews Mid ($5-25K): Mixed methods, basic panels High ($25K+): Full-service research Some Essential Tools: Surveys: SurveyMonkey/Typeform Interviews: Zoom + Otter.ai Analysis: Excel/Google Sheets Qual ...Read More

Product Marketing needs to be the connector between different teams when it comes to research. With Product Development, start by sharing user insights and involving them in customer interviews - this helps shape the roadmap based on real market needs. Product teams often appreciate sitting in on customer calls to hear feedback firsthand. For R&D collaboration, focus on future-looking research. Share trends and emerging customer needs that could inspire innovation. Help test early concepts w ...Read More

I've been in this situation before and found a few approaches that work well. For cost concerns, I show how we can start small - even a few hundred dollars can get us solid insights through DIY research. No need to spend thousands right away. For the "it takes too long" worry, I map out exactly what we'd do week by week. This helps people see that research can happen alongside other work without slowing things down. What really helps is having someone else in the company (especially in product o ...Read More

This will depend on how your company manages information but a few things always help: Having a central source of truth where you can post all the research and analysis Recordings and decks are great way to share insights Creating bite-sized stats that teams can use for different purposes Sharing insights in communication channels like Slack - or even creating a dedicated slack channel for that Doing quarterly readouts can often help keep this in front of mind if you have any sales enablement pl ...Read More

I would start with immediate validation research - interview existing users and analyze their actual usage patterns. This gives you real data about how the product is being used versus intended use. Next, conduct quick competitive analysis to identify gaps and opportunities. Use these insights to make targeted product adjustments rather than major overhauls. While not ideal to research after building, it's better than continuing without market understanding. The key is to be agile with changes b ...Read More