Product Marketing
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Product Marketing Lead, Measurement at Facebook

The first piece of research is typically WITH the product team - aligning on the key things that we don't know, but need to know to make better product or feature decisions.  

Upfront you should lay out that we will try to learn X in order for us to decide whether or not to do Y. 

If you do this upfront work, you will have such a better chance of making an impact with your research. 

From there, it is all about determining the techniques that will allow you to leran the requisite piece of information and/or test necessary hypothesis. I try to start "low cost" whenever possible. This may be competitive research / using a competitors platform to figure out how others solve a problem, doing research as to what industry analysts (eMarketer, etc.) or users are saying about your or competitive tools online (twitter and youtube can be great sources of feedback). Plus don't forget to talk to your sales / customer success team if you have one. If those approaches can't get you the information you need, there are always more time intensive approaches like setting up customer interviews, survey research, and diary studies. 

Tangibly though, I find that the output usually looks something like: 

  • What we learned 
  • Why it matters: 
    • Implications for the product
    • The opportunity size of those implications 
  • How you got the information: 
    • The process by which you learned the information for purposes of driving trust 

Vice President, Marketing at Level Ex
There is a vast breadth of research that can inform Product decisions. Being at a larger company affords me the opportunity to take advantage of our highly skilled Consumer Insights team and methodologies. Working with a 10-year old brand like Words With Friends, immediately signaled to me a nec...more