Tremendous Head of Product and Corporate Marketing, Ambika Aggarwal on Market Research

Ambika Aggarwal

VP of Product Marketing

I feel like my customer feedback is scattered throughout surveys, Google docs, Google sheets, Salesforce, and Slack... 

It's pretty tough to get an over-arching view of my customer feedback on an on-going basis. Do you use any tools or have advice on how to collect, analyze and share your customer feedback?

I am in the process of developing personas, and the data will come from multiple sources such as reviews, interviews, and internal insight. Do you have a tool, template or best practices for organizing all these data points to make sense of it and then turn it into a persona?

We have various customer-facing teams that communicate with customers each and every day. Unfortunately, they all have different processes and therefore customer comments and questions are not organized in a centralized location. Some use Salesforce to track items, others just keep communications within their emails, and some do not track these comments and questions at all. 

Looking to see how you handle this for inspiration and/or ideas. 

What is our niche is so untapped, we really don't have direct competitors yet? Great problem to have... but no review sites have our competitors listed, where should we start?

Can you share an example where market research significantly influenced your launch strategy?


I have a platform-type product, that can be used in a myriad of ways, there are some use cases defined, but they are compiled intuitively or from the company perspective rather than the customer (i.e. in terms of the implementation difficulty or product selection). Seems like there can be loads of ways to collect the use cases, based on different prospect/customer sales cycle stages (i.e. prospect gong call analysis vs classifying case study client use cases). What are the best ways to collect use cases, and how would you balance out the quant vs qual research as well as breadth of the audience (all prospects vs best-fit customers)?

AMA: Tremendous Head of Product and Corporate Marketing, Ambika Aggarwal on Market Research

View AMA Answers