All related (18)
Ali (Wiezbowski) Jayson
VP Marketing, Matterport | Formerly Peloton, Uber, Microsoft, EntrepreneurJune 18

Nothing beats sitting with a customer and actually listening to them. I can't reinforce enough the importance of this. As companies grow, its easy to lean on reports / reporting to tell you "what the customer thinks & feels". But there is so much nuance in how people communicate -- and as humans, we're all naturally atuned to these signals. So as a baseline, I encourage all my teams to participate in live listening sessions, focus groups, sales pitches, etc at least 1x every quarter to keep their ear to the ground and stay close to the customer.

Of course, the above doesn't scale and we all have lots of things we need to do with our time. So I'm very interested in a few types of data to inform qual & quant: 

  • Platforms like Suzy & Feedback Loop have been incredbily valuable tools for my team & product management teams that I've worked with recently. Suzy's Dynamic segmentation tool not only lets you complete a segmentation exercise, refresh it regularaly, and then gives you a mechanism to get feedback from those segments within 48 hours. It saves my team and my product teams tons of time, and ensures that our products & external communications are user-insight driven and optimized throughout the entire process of getting ready to go to market. I like to think of these platforms as Qualitative at Scale.  
  • For Quantitative, I've used a lot of survey platforms but I have to say my favorite quantitative mechanism is actual behavioral data. Product Analytics, Web Engagement, Media Engagement, Customer Support Inquiries, etc. Humans don't always do what they say / think, and I think actual behavioral data is the best to assess what customers are actually most intrguied by or interested in. I require my teams to be keeping their ears close to these sources to pick up important themes. When you're listening and watching across these different platforms, PMMs can usually start picking up on important themes to pass back either to product or creative teams to improve the end to end customer experience.
Mary (Shirley) Sheehan
Group Manager, Engagement & Retention Campaigns, Adobe
I answered this in a similar post - see it here:
Katie Levinson
Head of Product Marketing, 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, Square
I would start with getting information from Sales first. At Square, I rely very strongly on Account Managers to get a sense for the needs and attitudes of larger merchants. I'll talk to them directly first and then will try to partner up with them on specific conversations to close very specific knowledge gaps. Try to coordinate with your Sales / AM counterparts to make the 30 - 45 minute call with customers productive for everyone. 
Sonia Moaiery
Product Marketing, 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...
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...
John Hurley
Vice President Product Marketing, 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...