How do you decide which market research questions will move the needle most for your company?

Determine what you need to answer, and then work backward from that. The research needs to be relevant to your company in order to move the needle. For example—Do you need to prioritize what to build from a feature request backlog? Do you need to create more demand from new audiences/markets? Do you need to drive adoption of functionality that customers are already paying for? Do you need to identify an unmet market need so you can build the solution? Do you need to figure out whether it makes s ...Read More

I hate to say it, but it depends. Techniques like scoring each question based on its potential impact and feasibility can help you allocate research resources effectively. Here are some ways I like to think about prioritization: High-Impact Areas: Prioritize questions that address high-impact areas – those that directly influence key performance indicators (KPIs) like customer satisfaction, conversion rates, and market share. For example, understanding "What are the primary reasons customers cho ...Read More

It always starts with the business objective, and then moves into user needs. What I find is that happy, satisfied customers most often move the business forward. So, I like to start with a long-arch view of what we are trying to achieve, quickly followed by what we hope our users will say / feel when using our product. If we can align on those two objectives and the time horizon, then market research is usually a great tool to help us work backward and figure out what steps it will take for us ...Read More

Great question and It depends on who is asking or how we define "moving the needle" A company is moved by several key needles (so to speak) depending on what they need. A mature company moves the needle by executing at scale. An immature product is searching for product-market-fit and market research may not even be really useful, so better to conduct user-research If the focus is revenue, most research that helps is buyer behavior- Really understanding the pain and the "need behind the need". I ...Read More