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How important is market research in a product launch, and what methods do you find most effective?

Can you share an example where market research significantly influenced your launch strategy?

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2 Answers
Launch Channels Launch Strategy Market Research
  1. Claire Peracchio
    Claire Peracchio

    Snowflake Product Marketing Lead • 1y

    When it comes to a launch, market research allows you to understand your market opportunity and validate your go-to-market strategy. It helps you answer the most important questions for product marketers:  What problem are we solving? (Customer needs) Who are we solving it for? (Target audience) How do we win? (Competitive positioning) For example, when we were launching a new AI product at Zendesk, our market research combined: Direct customer feedback (e.g. interviews from our beta program) Co ...Read More

    6,345 Views
  2. John Withers
    John Withers

    Atlassian Head of Product Marketing, Bitbucket • 1y

    Market research is a must-have for a product launch. As Marketers, one of the requirements for doing our job (well) is to have a thorough understanding of the market. That means 1) identifying the personas our product(s) are intended to serve, 2) understanding each persona’s pain points and needs, 3) analyzing competitors and their abilities to serve the needs of the market, including understanding how our solution is (hopefully) differentiated, 4) having a sense of customers’ willingness to pay ...Read More

    3,584 Views

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