How do you leverage insights and prioritize qualitative vs quantitative as you build-out product messaging recommendations?

Answer

6 Answers

Launch Messaging Launch Channels Messaging Strategy

John Gargiulo

Airbnb Head of Global Product Marketing • 8y

Great question. Having a compelling insight into why a product is truly worth using is arguably the most important part of a launch. A launch is like building a tower. If the ground underneath is soft, it's not going to end well. Finding solid ground is easier said than done. Sometimes there is no quantitative data because no one has put out anything like what you're considering. In that case of course you lean on qualitative research and your instincts. Ideally though, there are lots of data po ...Read More

5,015 Views
Kristen Ribero

unitQ VP Marketing • 6y

Insights are extremely important and should always be an input into your messaging architecture or recommendation. Market and customer insights are one of the best ways to make a case for your recommendation, in fact. So you don't get stuck in an analysis paralysis state, I'd do a quick audit to understand the current state of data and insights as it pertains to your product/market/etc. Find out: What research is complete and available? This could be something like a survey to your database tha ...Read More

1,702 Views
Connie Woo

OpenTable Director of Product Marketing • 4y

I don't think it's an either or (qualitative vs. quantitative), it really depends on how you use those insights throughout the recommendation process. I believe both are vital as you are brainstorming and ideating. Qualitative insights (user feedback, sales feedback, etc) may help jump start some ideas and identify some high-level trends, but quantitative insights will really help you validate and refine. With qualitative, I'd encourage you to focus on key customer/user pain points and needs (ra ...Read More

391 Views
Ken Rutsky

Silicon Valley Go To Market Dojo Founder • 8y

There is art and science to messaging. Quantitative data AND qualitative input from the team is critical. You can't do this ina vacuum. There are in my mind 2 things, the story, and the value messages. The story is YOUR CUSTOMER'S story, how your offering TRANSFORMS their world, you are the magic, they are the hero. The value messages must articulate the value they recieve in trade for their time and money to acquire, deiploy and benefit from your offerring...

583 Views
Dave Daniels

BrainKraft Founder • 8y

Qualitative gets you what you don't know. Quantitative tells you how many. From a messaging standpoint which problems, issues, needs have the biggest population? Let the quantitative guide you rather than opinions.

467 Views
Janet Standen

Scoot Insights - Agile, Efficient, Effective. Co-Founder • 8y

Nice thought John - the challenge of boiling down lots of different data sources into a concentrated syrup of goodness. As an independent qualitative researcher, I couldn't agree more, BUT be sure to share your strategic context and clear objectives with your researcher so they know beyond a doubt, and feel, exactly what it is that might be the essence of a solution!

404 Views