How do approach market research, step-by-step? When do you know you've done "enough" research to share insights and recommended actions to the team?

Market research is really broad - how do you structure approaching market research so you don't boil the ocean and balance depth with getting something out the door quickly?

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2 Answers

Market Research

Emi Hofmeister

Zuora VP Product Marketing • 1y

While there's no single blueprint for market research, here are the steps I come back to most often: Start with a strong hypotheses: This is one of the most important, and often overlooked, steps in research. Make a list of statements that you're trying to prove or disprove through your research. Strong hypotheses will sharpen your research focus, guide what kind of data to collect, and even help you structure your findings later. Get grounded in the data: Before you do any qualitative research, ...Read More

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Kelly Kipkalov

Carta Vice President Product Marketing • 1y

I always start with a research brief to lay out the objectives and key questions we want answered and then socialize that with cross functional stakeholders to make sure everyone is looking for the same outcomes. In terms of 'enough' research, it's a great question. Most user research relies on qual methods, so sample sizes are often less than 10. That's the research where you have to be careful how you frame up the takeaways because it's likely to be directional research that requires more vali ...Read More

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