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How do you define budget and KPIs for a market research project?

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3 Answers
Market Research
  1. Michele Nieberding
    Michele Nieberding

    Treasure Data Director of Product Marketing • 2y

    Market research shouldn't be about throwing money at surveys or analysts (which can be easy to do!). It's about acquiring strategic insights that inform key decisions. Learn from my mistakes! I've broken them down into some DO's and DONT's: DO's DO align with a broader (exec level) company goal. This helps you get more budget approved faster, but also helps prove the value of your market research project -- which can be hard in Product Marketing! DO define clear objectives and outline the scope: ...Read More

    1,003 Views
  2. Jeffrey Vocell
    Jeffrey Vocell

    BFC Software Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 3y

    First, I think you need to start at a broader level and look at the overall company and product priorities. If you have a yearly roadmap, marketing themes, then it should inform the types of research you are doing. After that, I think you can break down your research a bit more granularly... Does this research tie to a theme, or major product launch/priority for the business this year?             If not, then pause and consider whether you should be investing in the research. To be clear, there ...Read More

    1,245 Views
  3. Lauren Craigie
    Lauren Craigie

    Inngest Head of Marketing • 2y

    I love mixing a short term win with long term gain. For example, maybe I’m writing a blog or prepping a presentation—I’ll ask for budget to do a quick industry or customer survey to create some good punch points. That’s a short term win. But I’ll add questions into the survey that I know I won’t have time to fully absorb for months when I can do a much broader analysis. Then I’ll update the ICP, help the SDRs with new sequences, reconsider my content roadmap.. etc. For the analyst firms—I think ...Read More

    449 Views

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