What are your go-to tools for both for quantitative & qualitative market research as a product marketer?

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 ...Read More

There are a lot of great research tools on the market - QuestionPro, Qualtrics, SurveyMonkey, and more that will all ultimately help get quantitative data you need. Whichever you select, make sure to align with other teams cross-functionally on the tools you are evaluating and what has been used in the past. It's possible that another team already has a survey solution you can use without having to purchase any new tool.  For qualitative research since it's so varied and tends to be longer-form ...Read More

Such a great question because market research is a very important element for product marketing. There are a number of different tools and avenues: Surveys: Always a great way to gather both quantitative and qualitative feedback. Tools out there are SurveyMonkey, Microsoft Forms, Google Forms, Zoho, Qualtrics, Jotform, etc. I personally like Microsoft or Google if I don't have any budget. If I have the budget, I like the tools that have features such as skip logic like SurveyMonkey. (Blog on var ...Read More

Across multiple product marketing organizations, I’ve used a combination of competitive intelligence tools, win/loss interview and analysis tools, tools to collect expert interviews, industry analysts, and industry news sources. To me, these are the key tools for market research for Product Marketers: Competitive intelligence tools help automate data collection and analysis of public information on your competitors. These can help automate competitor battlecard collection and enable your team to ...Read More