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Virtual Event
Mastering Market Research
About Event
Join over 200+ product marketers to learn how PMM leaders at the fastest-growing tech companies leverage market research to drive strategic decisions, refine messaging, and execute high-impact go-to-market strategies.
This virtual event will provide actionable insights and proven techniques to gather, analyze, and apply market research effectively. Learn how to extract meaningful customer and competitor insights, influence key stakeholders with data-driven storytelling, and ensure your marketing efforts are backed by research-driven decisions.
Date: Thursday, May 21st, 12–1 PM PT (3–4 PM ET)
Location: Online (link will be sent to registrants prior to the event)
Cost: Free-but seats are limited, so be sure to register early!
Top Questions
How have you used LinkedIn and job descriptions as market research tools?
1 request
Splunk Sr. Director, Product Marketing - Observability • 19h
Read job descriptions for your target personas on LinkedIn — the key responsibilities section reveals exactly how your ICP describes their jobs to be done in their own wo...
7 Views
Follow your ICPs on LinkedIn to get their authentic voice in your feed, and use their posts about problems and pain points as ongoing market research.Start following your...
9 Views
How did you validate pricing for Enterprise vs. SMB, where willingness to pay and budget differ so significantly?
1 request
Atlassian Senior Director of Product Marketing • 19h
The more important research question isn't the price point — it's the pricing *model*. Enterprises and SMBs have fundamentally different buying motions, and research shou...
10 Views
where to start for a company doing market research for the first time?
2 requests
Start with Notebook LM to rapidly synthesize analyst reports, articles, and videos about your market — it educates you on the landscape before you begin primary research....
7 Views
Wiz Senior Director Product Marketing • 19h
Use Notebook LM to get a baseline, then set up automated systems to keep research fresh — including Slack channels for competitor news and layered notebooks for ongoing s...
10 Views
Splunk Sr. Director, Product Marketing - Observability • 19h
Free, zero-budget ways to start market research include reading competitor websites, subscribing to their mailing lists, reading product documentation, and mining peer re...
7 Views
AI startups are flooding the market research space right now. Which tools are you actually using and why?
2 requests
The panelists haven't used ListenLabs or Outset.ai specifically, but the general guidance is to use any AI market research tool as one input among many — never as a sole ...
9 Views
How do you know what you are getting is accurate when you were using AI for market research?
2 requests
Atlassian Senior Director of Product Marketing • 19h
You can't fully trust AI accuracy without guardrails and external validation — set explicit constraints, use adversarial prompting, and validate high-stakes findings with...
10 Views
Use confidence levels to track and communicate how validated your research is, and use LLMs as sparring partners to identify gaps before presenting findings.Think probabi...
7 Views
How does a person avoid hallucination when using AI for market research?
2 requests
Atlassian Senior Director of Product Marketing • 19h
Explicitly instruct the LLM not to blindly agree with you and not to fabricate sources. Set source constraints and use AI output as directional input, not final truth — v...
7 Views
Wiz Senior Director Product Marketing • 19h
Treat AI like a student who believes everything they read on the internet — verify depth of understanding and follow the 'why' chain rather than accepting surface-level o...
7 Views
What are non-AI ways to do market research these days?
2 requests
Atlassian Senior Director of Product Marketing • 19h
Partner with third-party research firms like GLG for statistically rigorous primary research — both qualitative and quantitative — especially when you need credible, publ...
8 Views
Splunk Sr. Director, Product Marketing - Observability • 19h
Non-AI market research sources include direct customer conversations, analyst reports, peer review sites, competitor websites and mailing lists, Reddit, Slack communities...
9 Views
How do you setup automated competitor research?
1 request
Wiz Senior Director Product Marketing • 19h
Create Slack channels that automatically surface competitor news, and maintain layered Notebook LM notebooks per competitor that you continuously feed with new informatio...
10 Views
Splunk Sr. Director, Product Marketing - Observability • 19h
Subscribe to competitor mailing lists, read their product documentation, and monitor peer review sites — these free sources provide continuous competitive intelligence wi...
14 Views
how do you keep research relevant / refreshed?
2 requests
Wiz Senior Director Product Marketing • 19h
Set up automated systems — Slack channels for competitor news, layered Notebook LM notebooks per competitor — so fresh information flows to you continuously rather than r...
7 Views
How to get quick market feedback with a high velocity product team (e.g. new launches every months)?
2 requests
Atlassian Senior Director of Product Marketing • 19h
Anchor on durable positioning and messaging frameworks so you don't need to re-research with every ship — focus research energy on how new features fit existing framework...
9 Views
Wiz Senior Director Product Marketing • 19h
Share bite-sized, imperfect signal frequently — weekly updates via Slack or brief summaries — rather than waiting for a polished analysis. Speed of signal matters more th...
8 Views
Splunk Sr. Director, Product Marketing - Observability • 19h
Use Wynter for real-time B2B message testing — get ICP feedback in under 48 hours — and share bite-sized insights via Slack or short video recordings instead of lengthy r...
7 Views
How do you scale market research efforts to keep up with how fast your product and engineering team is shipping?
2 requests
Wiz Senior Director Product Marketing • 19h
Share bite-sized, imperfect signal frequently rather than waiting for a polished analysis. Identify trends over time — that's where PMM becomes truly impactful.Don't wait...
10 Views
Atlassian Senior Director of Product Marketing • 19h
Anchor on durable positioning and messaging — those shouldn't change with every ship. What iterates rapidly is how the product solves problems, not the problems and use c...
10 Views
Splunk Sr. Director, Product Marketing - Observability • 19h
Share bite-sized insights via Slack or short video recordings, and use AI tools and real-time message testing platforms like Wynter to dramatically compress research time...
7 Views
What's the best way to validate the information you uncover in your research?
2 requests
Wiz Senior Director Product Marketing • 19h
Ask enough 'why' questions to reach the right altitude of understanding — make sure you've gone deep enough to confidently answer the business question, not just surface-...
11 Views
Use confidence levels to communicate where you are in the research process, and use LLMs as sparring partners to battle-test your findings before presenting them internal...
11 Views
Splunk Sr. Director, Product Marketing - Observability • 19h
Validation isn't about finding one right answer — it's about collecting enough outside-in data and anecdotal feedback to synthesize a direction that's well-supported and ...
7 Views
Atlassian Senior Director of Product Marketing • 19h
Use LLMs like Claude or ChatGPT as validation tools, but set explicit guardrails — tell them not to blindly agree and not to fabricate sources. Also validate across diffe...
9 Views
What are the best sources for market research when your org/company doesn't have a research team?
3 requests
Atlassian Senior Director of Product Marketing • 19h
Partner with third-party research firms like GLG for statistically significant primary research, especially when you need market credibility. Market research is a craft, ...
10 Views
Use Notebook LM from Google to synthesize large volumes of articles, reports, and videos into actionable insights quickly and for free.Notebook LM is a scrappy but powerf...
10 Views
Wiz Senior Director Product Marketing • 19h
Use a blend of internal data (Salesforce, call logs, customer interviews) and third-party research to understand both existing customers and those you're not yet reaching...
7 Views
Splunk Sr. Director, Product Marketing - Observability • 19h
The most effective sources include direct customer conversations, Gong call transcripts fed into AI tools, analyst reports, peer review sites, Reddit communities, and rea...
8 Views
Do you have an example of when market insights influenced business change i.e. product roadmap
3 requests
Wiz Senior Director Product Marketing • 19h
Customer interviews uncovered an unexpected third bucket of high-value use cases, which led to a fundamental pivot in pricing model — moving to use-case-agnostic pricing ...
8 Views
Atlassian Senior Director of Product Marketing • 19h
Market research disproved internal assumptions about mid-market packaging, ultimately preventing a premature SKU launch and redirecting the team toward a leaner sales pla...
9 Views
Splunk Sr. Director, Product Marketing - Observability • 19h
Market research helped define an entirely new product category — Customer Identity and Access Management — by combining outside-in feedback from target ICPs and analysts ...
9 Views
How are you leveraging AI when conducting market research?
2 requests
Use Notebook LM to synthesize large volumes of research sources, and use LLMs like Claude as sparring partners to battle-test your findings and messaging before presentin...
7 Views
Splunk Sr. Director, Product Marketing - Observability • 19h
Use Gong transcripts fed into ChatGPT or Gemini for customer insight synthesis, and use Wynter for real-time B2B message testing with your ICP in under 48 hours.Key AI-po...
8 Views
Atlassian Senior Director of Product Marketing • 19h
Use AI tools for directional speed and early synthesis, but set explicit guardrails — tell them not to blindly agree and not to fabricate sources. Pair AI output with thi...
8 Views
I'm just starting out with market research. What should I focus on first?
3 requests
Atlassian Senior Director of Product Marketing • 19h
Start with your hypothesis — what you assume to be true — before diving into sources or methods. The goal is not to prove your hypothesis right, but to use it as a struct...
8 Views
Wiz Senior Director Product Marketing • 19h
Write out structured hypothesis statements with sub-questions to validate them, and consider starting with persona research before competitive or product research.Structu...
9 Views
Splunk Sr. Director, Product Marketing - Observability • 19h
Start with deductive reasoning — form a point of view first, then use outside-in research and customer feedback to validate or disprove it. Think like a GM responsible fo...
8 Views
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