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How do you conduct Marketing Research?

Walk us through the process you use to gain customers insights at Audible and in other organizations

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3 Answers
Market Research
  1. Jameelah Calhoun
    Jameelah Calhoun

    Eventbrite VP, Global Head of Product Marketing | Formerly Amazon, Ex-Amex • 5y

    Customer insights are the bedrock of any product marketing function. There are 4 key steps when planning research: 1) knowing your objectives, 2) establishing your hypotheses, 3) discerning which methodology will deliver the right inputs to drive your decisions, and 4) articulating the 'so what'.  1) Establish your top 2 learning objectives for the exercise. It may be helpful to gather input from key stakeholders on how this study may inform their function. For example, you may be looking to det ...Read More

    1,952 Views
  2. Morgan (Molnar) Lehmann
    Morgan (Molnar) Lehmann

    SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 4y

    I wrote a comprehensive guide to doing market research here: https://www.surveymonkey.com/mp/market-research-ultimate-guide/

    It walks you through planning & scoping, study design, data collection, analysis, and taking action. Note that it is mostly focused on survey research, but the guide does touch on quantitative and qualitative methods.

    731 Views
  3. Daniel Palay
    Daniel Palay

    KPI Sense Chief Executive Officer • 5y

    There are two parts to this: That research which I actually conduct, and that which I lean on from elsewhere. Typically, the only research I ever conduct myself are 1:1 interviews with either customers or other relevant stakeholders. This is what I use to build my stakeholder profiles (buyer personas) and is meant to inform what's most often/intensely on these stakeholders' minds and what incentives they are responding to. Other forms of market research I leverage include professional analysts, ...Read More

    524 Views

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