What kinds of market research do you do to shape the product roadmap and build, buy, and partner strategy? And more tactically, what format do you share your analysis?
I'm tasked with doing market research -- voice of the customer, competitive intelligence, and doing internal interviews -- to segment a new market and what we need to invest in to increase market penetration.
8 Answers
Wisq Head of Marketing • 3y
When we’re assisting Product in determining the roadmap, we’re doing all sorts of research to inform the recommendations we make – from both an outside-in and an inside-o...
1940 Views
Okta SVP Product Marketing • 3y
For the purpose of this question, lets assume that the PMM team is either directly doing the work or strongly influencing the teams doing the work. E.g. competitive, mar...
811 Views
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Glassdoor Director, Product Marketing • 4y
Quantitative and qualitative market research. Working with expert market research partners will help you get to solid customer segmentation, customer journey mapping, co...
1594 Views
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 1y
Big question! I think a well-rounded perspective involves:Pulse checks from field teams (CS/Sales)Customer feedback (surveys)Market feedback (analyst relations/reports) +...
432 Views
Mastercard Director of Product Marketing | Formerly Miro, Dropbox, Demandbase, Autodesk, Oracle, • 3y
I work closely with analytic and strategy experts at our company to perform the market research required. At the end of the day, I'm a PMM, not a trained data scientist, ...
509 Views
Cisco Head of Product Marketing, Cisco Campus Network Experiences | Formerly Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few. • 3y
I find that there are two times when it makes sense to truly invest in deep market research like what you mention: When you're considering starting a company or buildin...
684 Views
MarketingStat - Survey insights. Your value Chief Analytics Officer • 3y
“Product Roadmap” sounds to me synonymous with Product Strategy (PS). In order to support the statements of a PS, marketing research explores its three pivotal elements: ...
338 Views
Fmr Product Marketing Leader, Cisco | Formerly Twilio, Cisco, Gartner • 3y
I use both primary and secondary research. Here is a non-exhaustive list of research sources to help you get started: customer interviews, customer surveys, customer usag...
431 Views
Related Questions
How does your product marketing team usually work with your product team? How much do you rely on sizing & stackranking opportunities to influence? If so, how do you do this type of analysis?Can you share advice for the first product marketer at a company for influencing the product roadmap?What's the best way to partner with product on market research to help with gathering insights and buy-in?What insights/ data should I gather to share with the Product team when we meet to do quarterly roadmap planning?How can you influence the roadmap when product managers have to plan so far in advance?