Jennifer Kay

Yelp Product Marketing Expert & Mentor

AMA: Yelp Product Marketing Leader, Jennifer Kay
on Customer Research

September 7 @ 10:00AM PST

View AMA Answers

Yelp Product Marketing Leader, Jennifer Kay on Customer Research

Top Questions

How have you historically sourced people to interview while developing personas?

Especially if you don't have any customers that fit the bill my current plan is to assemble a list of possible titles and have my virtual assistant company prospect for and find contact details for them then probably send out a survey to validate if they're the right people to talk to and reach out individually to the ones that fit the bill.

2 requests

What are your favorite platforms/vendors for facilitating customer research?

Quickly, accurately, reliably (particularly for smaller organizations and PMM teams)

4 requests

How do you create competitive intel that is really beneficial to sales (i.e. they actually read and use it)?

3 requests

How do you see qualitative research differently from UX research, if at all, when it comes to product marketing?

2 requests

Which research activities does your product marketing team do internally, and which research activities do you outsource?

I'm trying to figure out how to structure my team, and what to use external resources for.

2 requests

What's your best practice for making sure competitive, personas, and market research info is always up-to-date, moving from product marketing to sales materials?