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?

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2 Answers

Market Research

Vishal Naik

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 fully managed by PMM. We choose the right path based on resources, budget, and research goals. Here are a few tips for conducting product research: Start by defining your research goals. What question are you trying to answer? What will you do with the information? Sync with your team to see who has the resources and bandwidth ...Read More

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Alex Rodrigues

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’re optimizing for. That said, no matter how the research is structured, I’m a strong believer in this: PMMs should be close to the customer.Spending time in research — whether you're running it or partnering on it — is one of the fastest ways to build expertise, shape the roadmap, and earn trust across product and marketing. On ...Read More

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