How do you see qualitative research differently from UX research, if at all, when it comes to product marketing?
8 Answers
Novi VP of GTM & Strategy • 8y
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. ...
1735 Views
Uber Director, Global Head of Rider Product Marketing | Formerly Lyft, Hims & Hers, American Express • 5y
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 ma...
1055 Views
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Midi Health Go To Market & Principal PMM | Formerly Homebase, Angi, The Knot • 2y
Qualitative research and UX (User Experience) research have overlapping elements, but they serve different purposes and focus on different aspects, even in the context of...
595 Views
Matterport VP Marketing • 3y
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 s...
895 Views
SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 4y
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 c...
792 Views
Indeed Director of Product Marketing • 3y
I work with market researchers to understand higher level problems, use cases, personas, customer journeys, brand consideration, preference, trust, etc. for my company an...
418 Views
Snow Software Director of Product Marketing • 3y
In my experience, the main difference between UX and product marketing qualatative research is that UX teams are generally trying to understand user behavior for a specif...
376 Views
Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
Yes I see them as completely different! UX research is more around the product usage. You're likely guiding the user through a prototype, MVP, or new feature and watching...
377 Views
Related Questions
How do you 'divide and conquer' (or really, collab) on market research between PMM, PM, competitive team and any other stakeholders like audience or industry marketing?If there is a dedicated user research on another team, how do you work with them?How do you use research to drive product innovation / test big ideas?How do you use User Experience research to align product marketing and design teams around the same end user needs?What's the best outcome you've gotten through buyer or customer research? Was it really worth all the effort / money?Given that your research can come from many different sources, stored in many different tools and can take many different forms. How do you go about organizing, managing and sharing your findings?