AMA: Square Global Head of PMM and Content Marketing, TIDAL, Agustina Sacerdote on Market Research
March 24 @ 10:00AM PT
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SpherePay VP of Marketing • 6y
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 o...
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SpherePay VP of Marketing • 6y
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...
2882 Views
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SpherePay VP of Marketing • 6y
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 merchant...
2032 Views
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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?
SpherePay VP of Marketing • 6y
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 n...
3641 Views
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SpherePay VP of Marketing • 6y
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 da...
2614 Views
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SpherePay VP of Marketing • 6y
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 inves...
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How do you do research with potential clients on a net new feature?
We already have our core clients, but are launching a new feature and are looking for unbiased feedback from people net new to our platform/service/offering.
SpherePay VP of Marketing • 6y
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 thi...
2152 Views
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SpherePay VP of Marketing • 6y
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 met...
3672 Views
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SpherePay VP of Marketing • 6y
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 s...
2258 Views
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SpherePay VP of Marketing • 6y
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 ...
2103 Views
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SpherePay VP of Marketing • 6y
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 incl...
4632 Views
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SpherePay VP of Marketing • 6y
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 t...
2546 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?
SpherePay VP of Marketing • 6y
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 ec...
3501 Views
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