Given that your research can come from many different sources, stored in many different tools and can take many different forms. How do you go about organizing, managing and sharing your findings?

I apply a very Occam’s-razor rule to market research ops: use the simplest system that still makes the insights searchable, up-to-date, and easy to broadcast. Here's the workflow we've built: First, I create a single “home base.” For us that’s an Airtable; a Google Sheet works fine at smaller scale. Every data point—win-loss quote, usability clip, analyst stat—lands here as a row with fields for source, date, persona, JTBD, and a link to the raw artifact (recording, PDF, Tweet, whatever). One ba ...Read More

We use a multi-channel approach to organize and share research at Hubspot, with seismic as our central repository for all buyer and seller collateral and enablement content. We house all our research in seismic as our single source of truth, including demos from sales specialists and GMs that help reps learn about products and features. We also distribute insights through bi-weekly newsletters that about half the company subscribes to, and we maintain a dedicated competitive slack channel where ...Read More

At Airtable, we organize research based on who the ultimate consumer of the information will be and how they'll use it. We think about the ultimate consumer of the research and what they need. For sales, we focus on insights that help them understand customer problems and resonate with prospects when entering a customer conversation, industry, or vertical. For our product team, we organize research that helps them build product requirement docs that relate to what buyers are thinking about in th ...Read More

We organize research by first distinguishing between different types: customer research, brand research, and general market research, as they serve different purposes and have different scopes. Customer research focuses on your existing customers but is limited to that base, market research targets prospects and the general market to understand reactions to value propositions, and brand research polls the entire market for brand awareness and perception. We organize our research based on these c ...Read More