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Dee Dee Wolverton

AMA: Udemy Product & Instructor Marketing, Director, Dee Dee Wolverton on Market Research

December 15 @ 9:00AM PST
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Udemy Product & Instructor Marketing, Director, Dee Dee Wolverton on Market Research
Top Questions
Can you share your experience about segmentation and personas definition?
I'm so sure it is so important for good products being focus on an addecuate segmentation or undestand personas, but what do you consider are the steps or the best process for getting a good segmentation?
Dee Dee Wolverton
Dee Dee Wolverton
Udemy Product & Instructor Marketing, DirectorDecember 15
We think about this as a layered approach, of which time is an important consideration. Here are some ways to think about the differences: * Jobs To Be Done (JTBD): Essentially, what is the 'job' someone is 'hiring' your product to do? What is the outcome they're looking for? This is extreme......Read More
1270 Views
2 requests
Dee Dee Wolverton
Dee Dee Wolverton
Udemy Product & Instructor Marketing, DirectorDecember 14
Yes! We can and we do - surveys, interviews, localization checks, experimentation, and instructor advisory boards. Some of these are a heavier lift than others, so it’s important to ensure you are really thoughtful to marry the content and desired outcome to the testing approach, to ensure you ca......Read More
566 Views
1 request
Dee Dee Wolverton
Dee Dee Wolverton
Udemy Product & Instructor Marketing, DirectorDecember 15
Ideally, in everything :) Product Marketers should aim to approach our work from the perspective of the consumer, and frequently bring that view into internal conversations. This is why we closely evaluate their options (via competitive tracking), their experience (product and userflow), and the......Read More
686 Views
3 requests
Dee Dee Wolverton
Dee Dee Wolverton
Udemy Product & Instructor Marketing, DirectorDecember 15
Tactically, you can apply the learnings in pretty much any way - from sourcing to targeting. However, in many case, you'll want to make sure other teams are aware of this information so that they can use it even if you personally aren't involved. With that in mind, think about how you can sociali......Read More
559 Views
1 request
Dee Dee Wolverton
Dee Dee Wolverton
Udemy Product & Instructor Marketing, DirectorDecember 14
A market analysis is complex: there are many (many) different things that make up a market, and it can easily become a sociological discussion - especially as you see similar trends across multiple markets, driven by divergent factors. Ultimately, you are seeking to understand a) headwinds b) ta......Read More
618 Views
1 request
Dee Dee Wolverton
Dee Dee Wolverton
Udemy Product & Instructor Marketing, DirectorDecember 14
The language of love at Udemy is Data. As such, we're always looking for more, and consumer insights are a constant. Research is conducted on an ongoing basis by our incredible User Research group. This includes longitudinal research where we would like to track progress over time such as for up......Read More
404 Views
2 requests
Dee Dee Wolverton
Dee Dee Wolverton
Udemy Product & Instructor Marketing, DirectorDecember 14
Always assume best intent. Start there. Often times people want to help, but there are other things going on; there may be nuances you have not yet considered which your stakeholder is weighing carefully. It's important to dig in to see where the resistance may be coming from and get your stakeho......Read More
545 Views
2 requests