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How do you prioritize your research - Buyer vs User?

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3 Answers
Market Research
  1. Sonia Moaiery
    Sonia Moaiery

    Skilljar Director of Product Marketing | Formerly Intercom, Glassdoor, Prophet, Kraft • 4y

    It really depends on the stage/GTM motion your company is in. You might want to focus on the user if you are really focused on product-led-growth (PLG) and reaching that point of 'activation' - aka the aha moment when a new user gets the value of your product and why they need it. If you have no idea what I'm talking about I'd suggest exploring this article/site from the product-led collective- https://www.productled.org/foundations/product-led-growth-metrics. Other scenarios where you may want ...Read More

    1,499 Views
  2. Jeffrey Vocell
    Jeffrey Vocell

    BFC Software Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 3y

    Prioritizing buyer vs user research I think ties into broader business goals. Do you need to power acquisition efforts and broader brand teams? Then I'd prioritize buyer research. On the other hand, if you have an acquisition machine that is generating plenty of sales but retention could be improved, then I think looking at user research needs to be prioritized in this case. As with almost anything the answer is a bit grey, because there are plenty of examples where both types of research can he ...Read More

    488 Views
  3. Karen Sheffer
    Karen Sheffer

    Hibob Director of Product Marketing • 5y

    Think about where the bigger pain is for your organization. In product marketing lack of resources is usually the case, so you need to prioritize based on the needs of the company. you have major issues with churn I'd suggest starting with user personas, on the other hand, if sales are struggling to close deals, the buyer personas should be your priority.

    328 Views

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