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AMA: Retool Head of Product Marketing, Kevin Garcia on Market Research
June 24 @ 10:00AM PST
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Retool Head of Product Marketing, Kevin Garcia on Market Research
Top Questions
Kevin Garcia
Anthropic Product Marketing Leader • June 25
I like to break this down into: product research, messaging research, GTM research. Product research is research you do to inform the product the team builds. This almost always manifests in alpha and beta testing, but it can also be a specific research project you tackle. Messaging researc......Read More
498 Views
5 requests
Kevin Garcia
Anthropic Product Marketing Leader • June 25
Make it jointly owned. Your team will (almost certainly) not grow as fast as sales, success, support, etc. Even talented PMMs struggle to keep these things relevant and useful for every season of the company’s journey. So rather than boil the ocean, make it everyone’s responsibility. If your b......Read More
574 Views
4 requests
Kevin Garcia
Anthropic Product Marketing Leader • June 25
100%. It’s a great option when you either 1) don’t have a direction and need to narrow your field of view or 2) you have very similar finalists for messaging and are hoping to choose a winner. Note that surveys rarely have crystal clear results. You’ll still need some amount of qualitative or ......Read More
398 Views
2 requests
What constitutes a competitor, and what is the goal you have in mind when you conduct competitor analysis?
What is your philosophy when it comes to competitors?
Kevin Garcia
Anthropic Product Marketing Leader • June 25
I think competitors are important, but developing your own unique perspective of who you are, what makes you different, and who you serve is 10-100x more important. A short-ish anecdote: I used to work at AdRoll, which helps small businesses advertise on Google, Facebook, and everywhere else (......Read More
365 Views
5 requests
Kevin Garcia
Anthropic Product Marketing Leader • June 25
I like Typeform (super simple for users, works for my use case right now) for surveys where I have pointed questions on a research topic, and also work with other teams to run evergreen G2 campaigns and NPS surveys which I think give you an ongoing thread of general feedback. Extracting value ......Read More
427 Views
3 requests
Kevin Garcia
Anthropic Product Marketing Leader • June 25
I think market research (and all research, really) needs to be right-sized to the problem that you’re trying to solve. If you’re doing market research to name a tiny feature, that’s very different from analyzing the market to change your pricing model—so your investment into the research should l......Read More
325 Views
5 requests
How often do you talk to customers, or do qualitative + VOC research?
Is it continuous or at specific campaigns?
Kevin Garcia
Anthropic Product Marketing Leader • June 25
I think every PMM benefits from talking to customers. In some cases, it helps polish what you already know. In others—like in my case—you’re marketing to an audience you do not belong to, and talking to customers helps you see the world in a way you normally wouldn’t. I’ll speak to my preferen......Read More
452 Views
8 requests
Kevin Garcia
Anthropic Product Marketing Leader • June 25
Most teams are protective of their clients for a reason. Perhaps they're worried about promises made to the client. Maybe they have a really important sales conversation coming up. Maybe the customer just experienced leadership changes and the account team is trying to win the new leader over. ......Read More
299 Views
1 request
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