What research helps identify segments, their needs, and decide your build/buy/partner strategy? And how do you share those insights?

I recommend doing a mix of both quantitative and qualitative market research to augment your customer data analysis. For quantitative, you can run market research surveys targeting your core segments to understand needs, buying behaviors, etc. I recommend augmenting that with qualitative interviews of your core buyer personas. You can use different interview panels to find people that fit your core ICP.

All of these insights can be used to create buyer personas, there are several different templates out there. The best ones are the simple ones that drill down into things like needs, challenges, buying triggers, and behaviors.

As part of vertical segments, I also recommend analyzing the tech ecosystem and competitive landscape, there are tools out there that will curate that data for you. This should help you better understand who you’re competing with, and what gaps you can potentially fill. Understanding the tech ecosystem should also help you understand which products might be complimentary to yours, where you can tell a “better together” story, for co-marketing opportunities!