Question Page

How do you best collate, store and sort research and turn in them into insights on an ongoing basis?

Brianne Shally
Brianne Shally
Marketing ConsultantNovember 14
  • Create an Internal research website / landing page for others to access research by segment, product, geo, theme, etc. If you can create a go/link or have the website have a memorable url for folks to remember it and continue to point to it, so folks have it as a go-to. 

  • Develop Quarterly / Bi-annual Voice of Customers Report before the planning cycle to inform the roadmap. In the report, include tactical and strategic insights tied to specific recommendations. Where you can, quantify the impact of each recommendation (e.g. X will lead to Y increase in sales). Ensure each insight is prioritized and create a user-friendly “top 10” list, so it’s top of mind for key stakeholders during planning. If you are in the office, print out the list and put it on key stakeholder's desks and posters in the office. Lead this as a cross-functional effort to ensure PMM is the source of truth for Voice of Customer. Work with UXR, product operations, finance, product, etc. to capture all the insights. Going forward, look back on previous recommendations and capture which ones have been addressed or the progress on them to capture the impact of your efforts.

  • Brand research efforts to make them memorable. As marketers, brand your work to make it easy to remember with naming, look and feel, and consistent format and logos. e.g. “Quarterly State of the Customer Report”, “Segment Synopsis” and “Competitive Intel Report”.   

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