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What is the role of product marketing in research? Do you write your questionnaires? Or just inform objectives etc.?

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3 Answers
Market Research
  1. Sonia Moaiery
    Sonia Moaiery

    Skilljar Director of Product Marketing | Formerly Intercom, Glassdoor, Prophet, Kraft • 4y

    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 here and there. I think every PMM should have the experience of running their own research at some point - it keeps you close to the customer, helps you empathize with them and develop relationships wit ...Read More

    1,635 Views
  2. Ali Jayson
    Ali Jayson

    Matterport VP Marketing • 4y

    In my view, the goal is to  help define the objectives of the research based on business & user needs  support research as they execute the research plan to ensure the research methodology & questions deliver on the objectives  Once research is complete, help narrow and refine how to apply the findings. I can't emphasize this one enough. We live in a world where data is everywhere. Most reports I see come back with 20+ pages of insights, and as a PMM, you're looking at results from multi ...Read More

    497 Views
  3. Charlene Wang
    Charlene Wang

    fmr Qualia, Coupa | Formerly Worldpay, Coupa Software, EMC/VMware, McKinsey • 2y

    Product Marketing plays a pivotal role in market research, bridging the gap between product development and the market's needs and desires. The specific role that PMM plays in market research will vary based on your organization and the different teams that are already in place. In general, here’s a breakdown of Product Marketing’s role in market research: Defining research objectives: Product Marketing generally leads the work with cross functional teams, especially Product Management and Sales ...Read More

    467 Views

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