How do you scale market research efforts to keep up with how fast your product and engineering team is shipping?

The only way to keep up with a fast-moving product team is to make research more continuous, but that does not mean every launch needs a major research effort. If you are launching an improvement or feature enhancement to an existing product, and you already have strong signal that the product is resonating, you can often rely on the data and customer understanding you already have. I’d build lightweight systems that constantly collect signal, then use judgment to decide when to go deeper, usual ...Read More

At Vanta, our product moves realy fast, especially with AI moving SO quickly. I’ve found that market research can’t be this giant quarterly project - it has to become part of your day to day operating rhythm. A lot of my research comes from staying really close to customers. Listening to calls, talking with CSMs and AMs, reviewing expansion conversations, and paying attention to the language customers use around risk, trust, and maturity. The signal is usually already there - the challenge is sy ...Read More

Share bite-sized insights via Slack or short video recordings, and use AI tools and real-time message testing platforms like Wynter to dramatically compress research timelines. Two key approaches: 1. **Bite-sized, high-velocity distribution**: Get short snippets out via Slack, or record yourself on video for 30 seconds and distribute that — rather than feeling like you need to write a dissertation that takes months. 2. **Use the right tooling**: Much of the advice shared throughout this session ...Read More

Share bite-sized, imperfect signal frequently rather than waiting for a polished analysis. Identify trends over time — that's where PMM becomes truly impactful. Don't wait until you have a perfect, packaged update. Instead: - Share three articles with your quick 2 cents on a weekly basis via whatever channel your team uses - Make it automatically digestible — the goal is habit and frequency, not perfection - Product managers need market signal just as fast as they're shipping. When a PM says 'I ...Read More

Anchor on durable positioning and messaging — those shouldn't change with every ship. What iterates rapidly is how the product solves problems, not the problems and use cases themselves. Problems, use cases, and positioning should be durable. Typically, those things aren't changing at the same velocity as what's being shipped. What's iterating rapidly is the product's approach to solving those problems. So rather than trying to re-research with every release, stick to your guns on positioning an ...Read More