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1 Answer
Brianne Shally
Nextdoor Head of Product Marketing • November 14
* Understand the strengths of each org and what skills and resources they uniquely bring to the table and understand where the skills and resources overlap. Have a healthy discussion of RACI / RAPID to understand who owns what. If there’s resistance, encourage to explore a pilot for a q......Read More
616 Views
1 Answer
Vishal Naik
Google Product Marketing Lead • November 14
Honestly I don't. I tend to view frameworks as templates to help guide a business plan. In my experience, no two business questions have been met by the same research plan. If you had a recurring business problem around each product launch, then you might want to seek specific frameworks for the ......Read More
2672 Views
1 Answer
Vishal Naik
Google Product Marketing Lead • November 14
In my opinion, its a valuable proxy for interest and demand. I've seen, and used, Google Trends data to measure interest. But would note that its probably best to use search volume to compare interest and demand. For example compare vs another point in time or compare vs competition.
2656 Views
1 Answer
Vishal Naik
Google Product Marketing Lead • November 14
I see generative AI helping marketers understand what options they have for research so that they can ask agencies better questions around what methodologies to use. Generative AI can also help you with desk research as it can point you in the direction of the studies and analyst reports that cat......Read More
2664 Views
1 Answer
Vishal Naik
Google Product Marketing Lead • November 14
I think the minimum viable approach to MVP feedback would Beta programs or limited release priority user programs where the user is under NDA and can provide product feedback that you can iterate off of. I tend to like to do some research in advance to find target use cases and areas that users ......Read More
2661 Views
1 Answer
Vishal Naik
Google Product Marketing Lead • November 14
I'd start with my preferred search engine and read up on anything i can find, and look for industry reports or stats that paint my product in the right light. As for competitive intelligence, I'd also start with a Google search, but also look for review forums (think like a G2 type site) and l......Read More
2663 Views
How can a marketing leader at an early-stage startup effectively gather insights from new market segments when the company has limited resources and no existing relationships with potential customers in those segments?
Company has 100 clients in same segment but wants to venture out into others. So I can interview current clients but I am more interested in how to get info from new segments you don’t have access to (and don’t have a budget to hire an agency / research team).
1 Answer
Vishal Naik
Google Product Marketing Lead • November 14
Based on your budget, ranging from zero to small, I'd consider the following options: Zero Budget: I'd do a combination of desk research on the industry and listening in on prospecting calls from SDRs and seeing how those prospects in different industries resonate with your messaging/describe th......Read More
2713 Views
3 Answers
Jonathan Torrey
SearchLight Director of Marketing, Strategic Partnerships • January 14
The shortest and broadest possible way to answer this question is that if a persona can help bring a client into a room with you, and it helps you be more decisive with both your product management and product marketing, then it is effective. I'll dive into this more below but first, some things ......Read More
884 Views
1 Answer
Vishal Naik
Google Product Marketing Lead • November 14
Whether to do user research in-house or hire a vendor is a decision that depends on three key factors: budget, time, and quality. Engaging a research vendor is the more expensive option. It's kind of a you get what you pay for scenario. If you engage a vendor and brief them well, you'll probabl......Read More
2666 Views
How do you manage market research efforts? For example, for a GTM, do you do market research in-house or with an agency?
How do PMMs work with MKT researchers or data scientists if it's in-house? Can you briefly describe the process from briefing to interpreting research work if it's external?
1 Answer
Vishal Naik
Google Product Marketing Lead • November 14
At my current company, we have three main ways to conduct product research: in-house with our UXR team, with an agency synthesized by our Insights team, or with an agency fully managed by PMM. We choose the right path based on resources, budget, and research goals. Here are a few tips for conduc......Read More
2678 Views