How do you drive culture change with market research?
I'm hoping to influence Product and Design to talk to users more and build a clear picture of our user. The team will often refer to themselves as "the consumer" when they're not in our target demographic?
BrightHire VP, Marketing | Formerly 1Password, Dropbox, SurveyMonkey, LinkedIn • 5y
Market research is the most powerful tool for influencing product. I recommend applying your marketing skills to your internal stakeholders in the same way you use them f...
10317 Views
SpherePay VP of Marketing • 6y
To me, it's about creating a customer-centric culture, not just a "market research" culture. "Market research" is a bit of a stigmatized term - most of it is considered n...
3641 Views
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Adobe Head of Lightroom Product Marketing | Formerly Google, AdRoll • 8y
Quick answer: Data. Bring them snippets of real customer conversations or data points that they haven't seen from customer interviews, surveys, CSAT, NPS, customer servic...
2941 Views
AppFolio Vice President Product Marketing • 4y
I'd say lead the way. Use a traditional PMM responsibility like refreshing your buyer personas as a reason to kick off a joint research project and pull in your partners ...
2617 Views
Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • 4y
It is important for all functions across the company to build empathy for users. Regardless of your segment, small advisory boards are helpful for this, and can be set up...
961 Views
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
One of the best things you can do as a product marketer is provide market research value back to your PM team and your execs. You should be following the analysts that co...
1093 Views
PandaDoc VP of Product Marketing & Brand • 7y
One thing I'd add to Mary's response is what I think is the hardest part of your question: identifying the questions that matter most to the business. Getting and using d...
800 Views
Workday Senior Product Marketing Manager • 7y
While I agree with Mary's answer ("data") and the other great points that have been added here, I would caution against taking the exact same approach you would to influe...
691 Views
BrainKraft Founder • 8y
I agree with Mary. Data. How you package that data, though, really matters. Some people are swayed by facts, some are swayed by process/method, and some are swayed by sto...
422 Views
Sirona Marketing CEO of Sirona Marketing: GTM for healthcare and life sciences • 6y
This is concerning to hear. Unless you have the next Henry Ford on your design team, this mentality will ultimately lead to a poor product-market fit. That’s not saying ...
1037 Views
Related Questions
How can you use market research to increase win rate or market penetration in a particular segment?How have you used market research to evolve your go-to-market strategy?What the most common mistake you see orgs make when navigating market research? How can this be avoided?
Given that your research can come from many different sources, stored in many different tools and can take many different forms. How do you go about organizing, managing and sharing your findings?How do you decide which market research questions will move the needle most for your company?How do you define budget and KPIs for a market research project?