How do you manage market research efforts? For example, for a GTM, do you do market research in-house or with an agency?
How do PMMs work with MKT researchers or data scientists if it's in-house? Can you briefly describe the process from briefing to interpreting research work if it's external?
2 Answers
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 2y
At my current company, we have three main ways to conduct product research: in-house with our UXR team, with an agency synthesized by our Insights team, or with an agency...
3915 Views
Superhuman Head of Marketing & Growth | Formerly Google, Plaid, early Venmo • 1y
I’ve done just about every version of this — in-house, agency-led, hybrid. The right approach depends on your company’s structure, the scope of the project, and what you’...
507 Views
Upcoming Event
Mastering AI as a Product Marketer
Confluent, Twilio, ActiveCampaign
Related Questions
What the most common mistake you see orgs make when navigating market research? How can this be avoided?
When do you rely on industry-specific reports for insights versus conducting your own research in-house?Which research activities does your product marketing team do internally, and which research activities do you outsource?I'm curious to know what your process is today to size the opportunity per product? What data do you leverage? What are the tools that you use? How do you integrate market research at each GTM stage, from business case justification to launch readiness and post-launch adoption?How have you used market research to influence or develop go-to-market strategy?