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AMA: Square Global Head of PMM and Content Marketing, TIDAL, Agustina Sacerdote on Market Research
March 24 @ 10:00AM PST
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Square Global Head of PMM and Content Marketing, TIDAL, Agustina Sacerdote on Market Research
Top Questions
Agustina Sacerdote
Square Global Head of PMM and Content Marketing, TIDAL • March 24
This is a great question. A couple of tips - The #1 way of making sure that personas will be adopted and used as a resource across functions is to make sure you're including variables that these particular functions care about. So Finance for example, will care about something like Average Re......Read More
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Agustina Sacerdote
Square Global Head of PMM and Content Marketing, TIDAL • March 24
Most of the cost associated with research is actually the cost of accessing a sample, so if you can figure out that piece, you should be in a much better spot. A couple of ideas: 1/ Talk to your happiest, unhappiest customers, customers that churned, and "prospects", if possible. Use your budge......Read More
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How do you drive culture change with market research?
I'm hoping to influence Product and Design to talk to users more and build a clear picture of our user. The team will often refer to themselves as "the consumer" when they're not in our target demographic?
Agustina Sacerdote
Square Global Head of PMM and Content Marketing, TIDAL • March 24
To me, it's about creating a customer-centric culture, not just a "market research" culture. "Market research" is a bit of a stigmatized term - most of it is considered not valuable, not actionable, and an expensive "nice-to-have". I'd encourage you to re-orient around building a habit of listeni......Read More
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Agustina Sacerdote
Square Global Head of PMM and Content Marketing, TIDAL • March 24
1/ always start with what you have. This can include product usage data, user data, customer support calls, sales calls, etc. literally anyone that is customer-facing can provide something of value. 2/ i use research to really undestand that primary motivators and constraints for my audience. t......Read More
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Agustina Sacerdote
Square Global Head of PMM and Content Marketing, TIDAL • March 24
Involve these functions in the actual development and execution of the research. the worst you can do is give the impression that research is a "black box" out of which slides with percentages come out! This means make them part of identifying the key questions, reviewing whatever instruments......Read More
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Agustina Sacerdote
Square Global Head of PMM and Content Marketing, TIDAL • March 24
Frankly, #1 is cost. Industry reports tend to be expensive and often times too generic. I find that they're only worth it when there's a large organizational (wider than Marketing) need for basic industry or segment knowledge, like when the company as a whole is assessing new markets. Start with ......Read More
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Agustina Sacerdote
Square Global Head of PMM and Content Marketing, TIDAL • March 24
I don't actually use market research for that, is the short answer. If we believe that our solution is well suited for a particular vertical, we have the budget to invest in GTM to capture business in this vertical, and the vertical is fragmented / doesn't have a real clear winner, we will go for......Read More
2085 Views
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Agustina Sacerdote
Square Global Head of PMM and Content Marketing, TIDAL • March 24
This is an awesome question! I think PMM has a responsibility along several stages of market research development. At a high level, User Research experts know what methodology, stimuli and structure to use for reseach - aka, they should take over once the need for research has been establishe......Read More
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Agustina Sacerdote
Square Global Head of PMM and Content Marketing, TIDAL • March 24
I'd make sure I have crisp answers to the following - 1/ Re-visit the "why" behind the new feature. Why did you develop it? What is it supposed to solve? 2/ Who has this need, more than any other segments? 3/ Who are these people (from #2) already turning to to solve this need? 4/ How wel......Read More
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Agustina Sacerdote
Square Global Head of PMM and Content Marketing, TIDAL • March 24
I would start with getting information from Sales first. At Square, I rely very strongly on Account Managers to get a sense for the needs and attitudes of larger merchants. I'll talk to them directly first and then will try to partner up with them on specific conversations to close very specific ......Read More
1837 Views
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Agustina Sacerdote
Square Global Head of PMM and Content Marketing, TIDAL • March 24
I absolutely start with behavioral data first - assuming that by "behavioral" you mean product usage data, regardless of the question I am trying to answer. Behavioral data is unbiased (it is users in their "natural" environment with your product), and it is always much more valuable to observe b......Read More
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Agustina Sacerdote
Square Global Head of PMM and Content Marketing, TIDAL • March 24
I've used a ton, mostly correlated with my budget :) On $0 budget you can always use Google Forms to send to current / former / prospective customers and export answers to a Sheet. I like the ease of use of Survey Monkey and GetFeedback for quant. I like Crayon for competitive analysis on......Read More
1984 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?
Agustina Sacerdote
Square Global Head of PMM and Content Marketing, TIDAL • March 24
The competitive set is defined by your audience, not you. And it changes all the time. At Square, we compete against anything that enables anyone to participate in our economy, not just other POS companies. The "Jobs to be Done" framework is helpful here - anything (tool, company, resource) that ......Read More
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