Market Research

How do you collect, analyze and share your customer feedback?
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?
3 Answers
Alissa Lydon
Alissa Lydon
Dovetail Head of Product MarketingMay 9
As someone immersed in this problem space for the past six months, the struggle of collecting and synthesizing large and disparate data sets is very real, but there are some promising developments. When trained correctly, generative AI can help uncover key themes in different data types. From sum...Read More
444 Views
3 Answers
Ali Jayson
Ali Jayson
Matterport VP MarketingJune 23
It always starts with the business objective, and then moves into user needs. What I find is that happy, satisfied customers most often move the business forward. So, I like to start with a long-arch view of what we are trying to achieve, quickly followed by what we hope our users will say / feel...Read More
1028 Views
How have you managed to curate and centralize customer comments, queries and complaints so that it becomes actionable to you as a product marketer?
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.
1 Answer
Axel Kirstetter
Axel Kirstetter
Guidewire Software VP Product MarketingJune 11
Another user asked a similar question. In terms of a tool for organizing and curating inputs, I recommend Dovetail. It takes time and diligence. There are two ways to take this. 1. for long-term planning purposes, where you need to spend the time developing your GtM strategy. Here, trend insights...Read More
212 Views
3 Answers
Sharon Markowitz
Sharon Markowitz
Zoom Head of Product Marketing, App MarketplaceMarch 27
The initial focus is to conduct a market assessment. I’d recommend you leverage third-party research and SMEs (subject matter experts) inside the company. When appropriate, you can embark on qualitative research, but there should be significant industry documentation that would be of reference. T...Read More
549 Views
2 Answers
Maria Jiang
Maria Jiang
Upwork Director, Product and Solution MarketingJune 11
I'm a firm believer that product marketing's role is to be the voice of the product in the market and the voice of the market in the product so while there is no magic bullet to the one most important type of market research, I think the most important thing to do is to talk to your prospects and...Read More
323 Views
1 Answer
Axel Kirstetter
Axel Kirstetter
Guidewire Software VP Product MarketingJune 11
With existing leads one needs to check how representative they are of the market overall. Is their use case one that can be replicated. Is their brand name recognizable so they serve as an anchor beachhead. We answered a question on market research for new markets earlier. Essentially, its che...Read More
213 Views
1 Answer
Axel Kirstetter
Axel Kirstetter
Guidewire Software VP Product MarketingJune 11
My experience with the quantitative side is that its difficult to share with others. You can, of course, make it available, and you should. But unless others replicate the research exactly the way you did it, which feels redundant, its likely their data models are different. I was part of an M&A ...Read More
208 Views
3 Answers
Robin Fontaine
Robin Fontaine
Shopify Senior Product Marketing LeadNovember 15
This depends on the magnitude of the launch, the goal of the research, and the budget available. For a large business-critical launch, you may have more than one phase of research. You might do a phase 1 a year out from launch, validating the product's appeal in the intended market. You might nee...Read More
1062 Views
1 Answer
Axel Kirstetter
Axel Kirstetter
Guidewire Software VP Product MarketingJune 11
Start by conducting comprehensive customer research through surveys, interviews, and focus groups to understand the audience at each stage of their journey. Map out the typical stages a customer goes through, from awareness and consideration to purchase and post-purchase. Analyze data on customer...Read More
212 Views
3 Answers
Alissa Lydon
Alissa Lydon
Dovetail Head of Product MarketingMay 9
I've already shared some ways that you can be scrappy with research, but one more thing I will add here is that even without some of these low-cost programs product marketing still has access to a mountain data that they can mine for insights. Sales and success are talking to customers every day,...Read More
399 Views