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2 Answers

Sonia Moaiery
Clearbit Vice President, Product Marketing • May 5
It depends on the company and if you have a formal research function or not! I've done everything from recruit participants, write discussion guides, field surveys, moderate research, synthesize insights. Or, I've given a researcher objectives and key questions and then sat in on a few interviews......Read More
640 Views

Ali (Wiezbowski) Jayson
Matterport VP Marketing • June 23
In my view, the goal is to 1. help define the objectives of the research based on business & user needs 2. support research as they execute the research plan to ensure the research methodology & questions deliver on the objectives 3. Once research is complete, help narrow and refine ho......Read More
339 Views
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Mary (Shirley) Sheehan
Adobe Head of Lightroom Product Marketing • September 13
Market research on a tight budget, or what I like to call "Scrappy research" - my favorite! First, let me start with a quote - “Don’t let perfect be the enemy of good.” Many a research project hasn’t gotten off of the ground for fear it won’t be statistically significant or have thousands of resp......Read More
1500 Views
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Katie Levinson
Product Marketing Consultant • February 3
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/......Read More
367 Views
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Jeffrey Vocell
VP of Product Marketing • December 14
Prioritizing buyer vs user research I think ties into broader business goals. Do you need to power acquisition efforts and broader brand teams? Then I'd prioritize buyer research. On the other hand, if you have an acquisition machine that is generating plenty of sales but retention could be impro......Read More
416 Views
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Agustina Sacerdote
Square Global Head of PMM and Content Marketing, TIDAL • March 24
This is an awesome question! I think PMM has a responsibility along several stages of market research development. At a high level, User Research experts know what methodology, stimuli and structure to use for reseach - aka, they should take over once the need for research has been establishe......Read More
2066 Views
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Sonia Moaiery
Clearbit Vice President, Product Marketing • May 5
I think it’s helpful to have a customer advisory board - this is a select group of 5-10 customers who you meet with every 3-6 months to talk about big strategy topics like - company strategy, product roadmap and problems you can solve for them. This high-touch tactic generally requires a lot of p......Read More
563 Views
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Abdul Rastagar
GTM Leader | Marketing Author | Career Coach • May 7
That’s a great question. A full, NPS-style VOC program with a closed-loop feedback system is quite complex and requires dedicated people, processes and systems to execute. It’s a major, long-term initiative that should be driven by the C-Suite and has to be part of the organization’s cultural DNA......Read More
932 Views
Related Questions
Can you share best practices to do impactful market research on a tight budget?Do you ever develop quantitative insights for testing messaging (e.g. via survey, other)?How do you prioritize your research - Buyer vs User?How do you delineate the responsibilities of market research between Product Marketing and User Research?What is the most effective way to drive participation in market research studies?How do you develop a voice of customer (VOC) program when there is only an ad-hoc feedback process in place?