All related (16)
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
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
Related Ask Me Anything Sessions
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
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
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.
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
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
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
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.