For me, the most helpful thing is to talk to customers. Here's an example of something I recently did to help inform messaging that hopefully sparks some ideas for you.
When I first started at Figma, I wanted to better wrap my head around what "collaboration" meant. The word "collaboration" is so generic. Everything is "collaborative" and works "better together". So I wanted to get to the bottom of what parts of Figma's collaboration capabilities do customers really care about.
Caveat: I'm not a trained researcher. But everyone and anyone should feel empowered to talk to customers. Sorry for any research faux pas here :)
I came up with a couple exercises I wanted to get customer feedback on. Mocked it up in a Figma file, shared a link to the file with the customer, and asked them to do the exercises live.
Exercise #1) I wrote down all the common things related to collaboration I've heard customers say about Figma, like being able to have all their design files in one place on the Web or be able to co-edit a file together. Then I asked them to stack rank based on what's most important to their workflow. Here's a screenshot of that exercise.
Exercise #2) Then I wanted to test some sample messaging/copy. To do that, I created 3 landing page variations of a "collaboration" webpage and asked them to talk out loud as they read through the pages, express what things meant to them and talk about how the messaging made them feel. Here's a screenshot of that.
What I learned was while we often think about "collaboration" in Figma as co-editing in a file, the async parts of collaboration are perhaps more important. It's like working in Google Docs. It's nice to be able to write copy together, but how often do you actually do that? What makes something like Google Docs also great is that it's one doc that's always up-to-date, that auto-saves, that has built-in versioning, that you can add comments, leave feedback and have conversations.
