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2 Answers
Sonia Moaiery
Sonia Moaiery
Clearbit Vice President, Product MarketingMay 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
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Ali (Wiezbowski) Jayson
Ali (Wiezbowski) Jayson
Matterport VP MarketingJune 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
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Mary (Shirley) Sheehan
Mary (Shirley) Sheehan
Adobe Head of Lightroom Product MarketingSeptember 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
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Katie Levinson
Katie Levinson
Product Marketing ConsultantFebruary 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
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Jeffrey Vocell
Jeffrey Vocell
VP of Product MarketingDecember 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
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Agustina Sacerdote
Agustina Sacerdote
Square Global Head of PMM and Content Marketing, TIDALMarch 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
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Sonia Moaiery
Sonia Moaiery
Clearbit Vice President, Product MarketingMay 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
Abdul Rastagar
GTM Leader | Marketing Author | Career CoachMay 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