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Robin Fontaine

AMA: Shopify Senior Product Marketing Lead, Robin Fontaine on Market Research

November 15 @ 11:00AM PST
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Shopify Senior Product Marketing Lead, Robin Fontaine on Market Research
Top Questions
What framework can Product Marketing and Product use to share competitive insights to prioritize the product roadmap and achieve high adoption and usage rates?
Robin Fontaine
Robin Fontaine
Shopify Senior Product Marketing Lead • November 15
There are a few approaches I have found helpful here. 1. A good ol' SWOT analysis may be what you need. This is a pretty common framework where you list strengths, weaknesses, opportunities, and threats for your own product, and a competitor's. Placing the two side by side can ill......Read More
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1 request
How would you help your product or solutions marketing team overcome lack of data access and finding ways to collect that data for validation?
Robin Fontaine
Robin Fontaine
Shopify Senior Product Marketing Lead • November 15
Even if accessing quantitative data is a challenge, you can almost always find a way to get great qualitative data by setting up interviews with customers or prospects. You can do these over video chat. Here's a process you can follow: * Write a research brief that includes goals, target aud......Read More
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2 requests
How much time should be dedicated to Research before a launch?
Robin Fontaine
Robin Fontaine
Shopify Senior Product Marketing Lead • November 15
This depends on the magnitude of the launch, the goal of the research, and the budget available. For a large business-critical launch, you may have more than one phase of research. You might do a phase 1 a year out from launch, validating the product's appeal in the intended market. You might nee......Read More
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2 requests
What types of market research should Product Marketers conduct for their teams?
Robin Fontaine
Robin Fontaine
Shopify Senior Product Marketing Lead • November 15
Product Marketers should be able to support of execute fully on a few types of research. What role they play in the research will depend on whether or not they have dedicated researchers at their company, or budget to hire an agency. * Surveys: PMMs should be able to author, send, and analyze......Read More
1028 Views
2 requests