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How much time should be dedicated to Research before a launch?

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4 Answers
Market Research
  1. Aliza Edelstein
    Aliza Edelstein

    Scribe VP of Product Marketing • 1y

    This depends on two things: How much you already know How much risk you can take  How much do you already know?  A lot - you already have existing data at your disposal. If this is the case, you do not necessarily need to seek more information. You can leverage these existing insights, or analyze the data sets again from new angles.  A little - you have some data but need to validate some burning questions. If this is the case, you can be scrappy yet comprehensive with the additional research. T ...Read More

    2,057 Views
  2. Robin Fontaine
    Robin Fontaine

    Shopify Senior Product Marketing Lead • 2y

    This depends on the magnitude of the launch, the goal of the research, and the budget available. For a large business-critical launch, you may have more than one phase of research. You might do a phase 1 a year out from launch, validating the product's appeal in the intended market. You might need a phase of pricing research 4 to 6 months from the launch. And I also recommend a phase of message testing research 2 to 3 months from the launch.

    5,125 Views
  3. Axel Kirstetter
    Axel Kirstetter

    Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • 2y

    We are yet to use "it depends". well, it depends.. on how much time you have for your launch, how much risk is associated with the launch and how big your budget is. I recommend breaking the research into two parts. Discovery and validation. former to understand trends, topics and issues. latter to ensure you are on the right path.

    538 Views
  4. Maria Jiang
    Maria Jiang

    Director of PMM | Formerly Meta, Upwork, Zendesk, PagerDuty • 2y

    Before a new product launch, I would hope that you've already done all your research by then as launch should be all about the actual GTM motions. Things I like to test right before a launch is putting drafts of GTM assets in front of prospects for their reactions/feedback. For example, I had invested on creating a short promotional video for launch day. When it was nearing its final stages of production, I shared it with a small number of prospects to get their feedback. I believe that any majo ...Read More

    684 Views

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