AMA: Vanta Group Product Marketing Manager, Madison Springgate on Market Research

Maybe a hot take - but I actually think most PMMs already have access to wayyyy more customer insights than they realize! Especially in tech, there is signal flowing thro...

I think companies massively underutilize commissioned research. In my past life, Ive seen how teams will spend longggg time on a study, present it, and then the insights ...

At Vanta, our product moves realy fast, especially with AI moving SO quickly. I’ve found that market research can’t be this giant quarterly project - it has to become par...

For me, research is most valuable when it can drive into decisions and messaging!Im usually less interested in research that just confirms something we already believe an...

Personally, I think one of the biggest mistakes you can make is going into research trying to validate the story you already believe instead of staying open to what custo...

This is honestly one of the hardest parts of being a PMM. We all want to deeply understand customer pain, but also can’t treat every piece of feedback like a roadmap requ...