All related (16)
Mary (Shirley) Sheehan
Group Manager, Engagement & Retention Campaigns at Adobe
Market research on a tight budget, or what I like to call "Scrappy research" - my favorite! First, let me start with a quote - “Don’t let perfect be the enemy of good.” Many a research project hasn’t gotten off of the ground for fear it won’t be statistically significant or have thousands of responses. But guess what? Some market research is much better than NO market research.   Here are some quick ideas:   * Email a survey to your existing customer base  * Message targets on LinkedIn with surveys  * Conduct phone interviews with existing clients  * Use Respondent.io for quick inte...more
Agustina Sacerdote
Global Head of PMM and Content Marketing, TIDAL at Square
Most of the cost associated with research is actually the cost of accessing a sample, so if you can figure out that piece, you should be in a much better spot. A couple of ideas:  1/ Talk to your happiest, unhappiest customers, customers that churned, and "prospects", if possible. Use your budget for incentives. This sample will at least give you the "extremes" of attitudes.  2/ There are some helpful online tools that you can sign up for and "trial" them at no cost- Optimal Sort, UserTesting, SurveyMoney, GetFeedback all have some sort of free trial. You can even take respondents through...more
Mary (Shirley) Sheehan
Group Manager, Engagement & Retention Campaigns at Adobe

I answered this in a similar post - see it here: https://sharebird.com/can-you-outline-the-best-structure-and-format-for-user-personas-that-are-useful-across-the-org

Daniel Palay
Head Of Product Marketing at 3Gtms
That all depends on the type of research, its purpose and the impact you hope it will have. The most impactful research, for me, has always been primary market research in the form of interviews with a population representative of the intended audience. All that costs is my time ("opportunity cost" is a discussion for another day).  On the other hand, sometimes the impact comes from the existence of the research in and of itself. For example, a report commissioned from a big-name research firm meant to drive awareness and credibility. Those become much more difficult to do on a budget. ...more
Katie Levinson
Head of Product Marketing at Handshake

Sure do! I like to start with some qualitative research first to help get at any nuances in messaging, especially across different audience segments. Then, run a survey (max diff is a great technique) to understand what resonates most with your different segments. If you also have the budget and/or time, running your messaging by focus groups is another good option, so you can get a deeper understanding of their reactions and sentiment.

Agustina Sacerdote
Global Head of PMM and Content Marketing, TIDAL at Square
To me, it's about creating a customer-centric culture, not just a "market research" culture. "Market research" is a bit of a stigmatized term - most of it is considered not valuable, not actionable, and an expensive "nice-to-have". I'd encourage you to re-orient around building a habit of listening and talking to customers - often. What I try to do, very tactically is:  1/ help make the case for "discovery" in roadmaps as an official line item. Make sure formal product development time accounts for talking to relevant audiences before anything is built or designed.  2/ i invite product, d...more
Sonia Moaiery
Product Marketing at Intercom | Formerly Glassdoor, Prophet, Kraft
I always start with positioning ideas as hypotheses (a fancy term for your hunches). This approach is helpful to show stakeholders that you’re open to their input/feedback, and potentially being wrong. When you have hypotheses, you come to the conversation saying “here’s something I have a hunch about, but I don’t have enough data yet to tell me this is a good idea or the right thing, I’d love to hear your thoughts or help me poke holes in this” I think about building consensus in three stages to bring stakeholders along the journey with you so none of your ideas feel like a surprise by th...more
John Hurley
Vice President Product Marketing at Amplitude
What I love about product design teams is how differently they think and create. They tend to be really amazing at information design. PMM can create strong foundations – let's say user personas – and UX researchers and designers might totally reimagine how to display personas relative to their own projects. That can open up a new world of thinking for PMM – and more practically become an asset used by PMM for a variety of work (onboarding new hires, design new creative takes on messaging, channels and campaigns).  Those nuanced new panes of perspective can help PMM explore new ideas, ke...more
Daniel Palay
Head Of Product Marketing at 3Gtms

The problem is that there still aren't too many good entry-level PMM roles out there (assuming you're talking about coming out of undergrad). My best advice (as someone who didn't come to PMM until they were in their mid-30s) would be: Find a role that allows you to develop the skills PMMs ultimately need to bring. Don't worry too much about industry, just make sure it's one where you're curious enough about the products, customers and problems to keep you intellectually motivated. That will serve you well when making that jump to PMM.