AMA: Quizlet Director of Product Marketing and Lifecycle Marketing, Caroline Walthall on Market Research

I love this question because it’s a challenge I’ve certainly faced in conducting segmentation and persona work. The reality is that different stakeholders need different things out of segmentations to make them actionable for their type of work and ideally you want different user models to be simple enough to ladder up to something the entire company can easily understand and get behind. First, let’s talk about the benefits of each type of segmentation you mentioned. Then we’ll talk about how to ...Read More

Great question! I think this is always a great aspiration, because when you do it right, you can empower your whole company to be much more self-service in how they tap into company intelligence and institutional insights. That said, getting organized in this way can be a big task depending on how much work your team has built up. You’ll want to make sure that any repository is going to be well-used before putting too much time and effort into it. When deciding how to build the right kind of res ...Read More

It’s worth doing some user testing of your prototypes or MVPs before putting a new product forward in your sales pitch. That said, to set expectations, you can’t truly gauge whether you have product-market fit until you really have put your product to test in the market, which includes running it through your sales cycles.  Even if you can’t claim PMF at this early stage of product development, you can certainly conduct validation research to increase your confidence levels. Here are a few appro ...Read More

I’m going to assume this question is referring to getting partner teams like product and marketing to implement or act on findings from your research. Research actionability is hugely important, and it’s also hard to do well.  You have to get several things right for your colleagues to want to stop what they are doing to pay attention and take action on your recommendations: Make clear and strong recommendations in the first place. Your synthesis is only as good as how easy it is to digest. If y ...Read More

At Quizlet, we think user research and market research really can, and should, be part of everyone’s job, but the exact drivers and consultants in the mix for any given project depend on the ultimate purpose of the research. Every company will have a different set up and default for research roles and responsibilities. At Quizlet we have an exceptional User Research Team that focuses primarily on qualitative research. They sit within the Product and Design org and mostly focus on deeper qualitat ...Read More