All related (20)
Morgan Molnar
Director of Product Marketing at Momentive | Formerly SurveyMonkey, Nielsen
Qualitative research is purely a category of research methods, and can be used for a variety of business needs / research goals. Qualitative "qual" research methods are can include observation, ethnography, 1:1 interviews, focus groups, and more. Qual research typically deals with unstructured data like behaviors, audio, text, imagery, videos, etc unlike quantitative research that deals with measureable quantities (i.e. statistics; numbers) like survey data, transactional data, etc. UX research will likely leverage several qualitiative methods to uncover the underlying motivations, insti...more
Alex Chahin
Sr. Director, Product Marketing at Hims and Hers | Formerly Lyft, American Express
Like many things, this can vary depending on your company. In some places, all research is unified under one leader, in one department. Other places, consumer insights may sit in one department (like Marketing) and UX research may sit in another (like Design or Product). With that in mind, there's definitely a venn diagram in terms of what these buckets cover. UXR often seeks to answer questions about how to best design an experience or interface for customers, but to best do so, it may be most efficient to ask general questions about attitudes and usage upfront. Consumer insights, on th...more
Mary (Shirley) Sheehan
Group Manager, Engagement & Retention Campaigns at Adobe

I answered this in a similar post - see it here:

Ali (Wiezbowski) Jayson
VP Marketing at Matterport | Formerly Peloton, Uber, Microsoft, Entrepreneur
I absolutely love working with UXR teams. And I completely understand the reason for the question. The truth is, yes it can be confusing. Fundamentally, I do think they share a macro goal -- which is to understand humans, their motivations, etc. But the ways in which we evaluate these can be slightly different.  The best UXR teams I've worked with can also present different UI/UX/Product Design experiences and gauge a customers response to that design. In my experience, thats an incredibly valuable speciality, but also different from Product Marketing. Product Marketing is meant to sprea...more
Greg Hollander
VP of GTM & Strategy at Novi
The best way I’ve learned to think about it is that as Product Marketers you should be focused on researching the buyer, whereas UX researchers are focused on the User.  Sometimes this overlaps and results in different questions on the same content - for example, we might show the same landing page or in-product modal but they ask about whether the user found the information they needed, and I ask about how they interpreted names or messages.  That’s great, and creates a strong partnership.  Other times it takes us in totally different directions.  Regardless of the format (survey, observat...more
Katie Levinson
Head of Product Marketing at Handshake

Sure do! I like to start with some qualitative research first to help get at any nuances in messaging, especially across different audience segments. Then, run a survey (max diff is a great technique) to understand what resonates most with your different segments. If you also have the budget and/or time, running your messaging by focus groups is another good option, so you can get a deeper understanding of their reactions and sentiment.

Agustina Sacerdote
Global Head of PMM and Content Marketing, TIDAL at Square
To me, it's about creating a customer-centric culture, not just a "market research" culture. "Market research" is a bit of a stigmatized term - most of it is considered not valuable, not actionable, and an expensive "nice-to-have". I'd encourage you to re-orient around building a habit of listening and talking to customers - often. What I try to do, very tactically is:  1/ help make the case for "discovery" in roadmaps as an official line item. Make sure formal product development time accounts for talking to relevant audiences before anything is built or designed.  2/ i invite product, d...more
Sonia Moaiery
Product Marketing at Intercom | Formerly Glassdoor, Prophet, Kraft
I always start with positioning ideas as hypotheses (a fancy term for your hunches). This approach is helpful to show stakeholders that you’re open to their input/feedback, and potentially being wrong. When you have hypotheses, you come to the conversation saying “here’s something I have a hunch about, but I don’t have enough data yet to tell me this is a good idea or the right thing, I’d love to hear your thoughts or help me poke holes in this” I think about building consensus in three stages to bring stakeholders along the journey with you so none of your ideas feel like a surprise by th...more
Abdul Rastagar
GTM Leader | Marketing Author | Career Coach
Measuring effectiveness around anything, including personas, starts with knowing what the goal is. Why are you building personas in the first place? Some common uses for personas tend to be for message development, sales training, product design or campaign creation. But there are plenty of other reasons as well. Knowing what the goal is leads to measuring effectiveness, which usually has a process component and an outcomes component. The former can be somewhat qualitative but the latter almost always requires some type of data-driven A/B testing. For example: • in product development, did...more
John Hurley
Vice President Product Marketing at Amplitude
What I love about product design teams is how differently they think and create. They tend to be really amazing at information design. PMM can create strong foundations – let's say user personas – and UX researchers and designers might totally reimagine how to display personas relative to their own projects. That can open up a new world of thinking for PMM – and more practically become an asset used by PMM for a variety of work (onboarding new hires, design new creative takes on messaging, channels and campaigns).  Those nuanced new panes of perspective can help PMM explore new ideas, ke...more