AMA: SignEasy Former Head Of Product Marketing, Daniel Palay on Market Research
March 30 @ 10:00AM PT
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KPI Sense Chief Executive Officer • 5y
The problem is that there still aren't too many good entry-level PMM roles out there (assuming you're talking about coming out of undergrad). My best advice (as someone w...
499 Views
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KPI Sense Chief Executive Officer • 5y
Great question, and I love discussing topics like "unknown unknowns." My primary advice would be: Don't mistake "thorough enough" for "specific enough" when it comes to m...
489 Views
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KPI Sense Chief Executive Officer • 5y
That all depends on the type of research, its purpose and the impact you hope it will have. The most impactful research, for me, has always been primary market research i...
805 Views
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KPI Sense Chief Executive Officer • 5y
I love this question, partly because it allows me to address what I consider to be one of the great misconceptions of product marketing-related research. In my opinion, a...
463 Views
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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?
KPI Sense Chief Executive Officer • 5y
Interesting question about how I define "compeititor" in and of itself. I tend to look at competitors as barriers that keep people from buying the product I'm selling. So...
726 Views
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How have you historically sourced people to interview while developing personas?
Especially if you don't have any customers that fit the bill my current plan is to assemble a list of possible titles and have my virtual assistant company prospect for and find contact details for them then probably send out a survey to validate if they're the right people to talk to and reach out individually to the ones that fit the bill.
KPI Sense Chief Executive Officer • 5y
First things first, I believe that a representative sampling of non-customers can actually be a better source of information than current customers, so you're in a good p...
597 Views
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KPI Sense Chief Executive Officer • 5y
Voice of Customer insights are a great way to 1) see trends among customers (if enough are saying the same thing) and 2) check our own collective understanding of what we...
590 Views
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KPI Sense Chief Executive Officer • 5y
In the "real world" this is a function of whose responsibility sales collateral is. If it's product marketing, the answer is simple: Supply new collateral when it's time ...
902 Views
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How do you conduct Marketing Research?
Walk us through the process you use to gain customers insights at Audible and in other organizations
KPI Sense Chief Executive Officer • 5y
There are two parts to this: That research which I actually conduct, and that which I lean on from elsewhere. Typically, the only research I ever conduct myself are 1:1 i...
522 Views
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KPI Sense Chief Executive Officer • 5y
The part I am most experienced with is the business case justification. Indeed, I tend to build business case justifications and personas into a single narrative in order...
773 Views
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KPI Sense Chief Executive Officer • 5y
Unfortunately, I'm probably not the best one to query about various tools for this - I'm the guy who still takes all his notes with a pen, has a total of four apps downlo...
707 Views
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