Communities
Sign Up / Sign In
AMA: SignEasy Former Head Of Product Marketing, Daniel Palay on Market Research
March 30 @ 10:00AM PST
View AMA Answers
SignEasy Former Head Of Product Marketing, Daniel Palay on Market Research
Top Questions
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.
Daniel Palay
KPI Sense Chief Executive Officer • March 31
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 position there. However, I wouldn't start with a survey. I would instead start internally (product and sales) to understand who ......Read More
582 Views
1 request
Daniel Palay
KPI Sense Chief Executive Officer • March 31
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 in the form of interviews with a population representative of the intended audience. All that costs is my time ("opportunity cos......Read More
694 Views
2 requests
Daniel Palay
KPI Sense Chief Executive Officer • March 31
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 for an update. However, if product marketing is responsible for informing, and letting sales create its own materials, then it ......Read More
875 Views
1 request
Daniel Palay
KPI Sense Chief Executive Officer • March 31
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, and experience, your engagements need not be with existing customers and, in fact, sometimes it's better if they're not. When I ......Read More
455 Views
1 request
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?
Daniel Palay
KPI Sense Chief Executive Officer • March 31
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. Sometimes its a comparable product, sometimes it's an alternate type of solution and sometimes it's nothing at all. The question ......Read More
666 Views
1 request
Daniel Palay
KPI Sense Chief Executive Officer • March 31
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 do. Sometimes, VoC will suggest that our customers are seeing something differently than we intended. It may be a single inter......Read More
562 Views
1 request
Daniel Palay
KPI Sense Chief Executive Officer • March 31
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 who didn't come to PMM until they were in their mid-30s) would be: Find a role that allows you to develop the skills PMMs ultima......Read More
483 Views
1 request
Daniel Palay
KPI Sense Chief Executive Officer • March 31
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 market research. The most thorough research in the world can still have significant blindspots if it's not specific enough. In o......Read More
466 Views
4 requests
How do you conduct Marketing Research?
Walk us through the process you use to gain customers insights at Audible and in other organizations
Daniel Palay
KPI Sense Chief Executive Officer • March 31
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 interviews with either customers or other relevant stakeholders. This is what I use to build my stakeholder profiles (buyer pers......Read More
468 Views
2 requests
Daniel Palay
KPI Sense Chief Executive Officer • March 31
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 to make my story lines speak to the issues most important to each stakeholder. Primary market research (1:1 interviews) is the......Read More
728 Views
1 request
Daniel Palay
KPI Sense Chief Executive Officer • March 31
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 downloaded to his phone and refuses to own a watch with a battery, let alone a touch screen. My market research is similarly very old......Read More
683 Views
1 request
Upcoming AMA's
Tremendous Head of Product and Corporate Marketing, Ambika Aggarwal on Market Research
October 8 @ 10:00AM PST
Register
Cisco Product Marketing Leader, Elizabeth Grossenbacher on Competitive Positioning
September 17 @ 10:00AM PST
Register
Show All