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AMA: Unity Vice President Product Marketing, Jon Rooney on Market Research
June 8 @ 10:00AM PST
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Unity Vice President Product Marketing, Jon Rooney on Market Research
Top Questions
Jon Rooney
Unity Vice President Product Marketing • June 8
For Primary Research on a tight budget, surveys via any number of free online tools are super common and can provide at least directional insights, though you may have to clear legal/privacy issues and you'll definitely have to be thoughtful about how you structure your survey (i.e. a small numbe......Read More
554 Views
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Jon Rooney
Unity Vice President Product Marketing • June 8
If you have budget, definitely go with a specialty firm whose expertise is paneling the right mix of enterprise decision makers who may or may not be current customers and offer representation across geographies, firm size and other key designations. In most cases, interviewees associated with th......Read More
468 Views
1 request
Jon Rooney
Unity Vice President Product Marketing • June 8
User Experience research is an important double-click into overall market opportunity analysis, going deeper into a detailed examination of how a given persona/role completes certain tasks or solves certain issues around use cases that have been identified as being most important. Basically, once......Read More
473 Views
1 request
Jon Rooney
Unity Vice President Product Marketing • June 8
If there's only an ad-hoc process in place, put in something programmatic that's simple and straightforward so customers and partner teams can understand and follow. If your company has a Customer Success team responsible for activation, usage, renewals, etc, I'd start there with periodic custome......Read More
570 Views
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Jon Rooney
Unity Vice President Product Marketing • June 8
Having skilled, experience market researchers in-house (whether in PMM or not) certainly makes it easy to take on more projects yourself. No matter how good outside firms are, they'll never be as deep as your team is on company strategy, product portfolio or brand identity. So, all things being e......Read More
978 Views
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How do you establish research as a product marketing function when there is a UX research team already owning most research initiatives?
And how to you create ownership of that function when UX research believes they should be the sole owner of all research?
Jon Rooney
Unity Vice President Product Marketing • June 8
The rise of UX research as a practice over the past 10+ years has unfortunately created it's share of organizational overlap, friction and feudal rivalries (leading to wasteful, demoralizing outcomes like different teams at the same company having completely different persona profiles that don't ......Read More
802 Views
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