What role do market trends play in your wider market research program/thought process?

Market trend research is an activity that crops up a lot in product marketing, but I've yet to truly understands its value and application, beyond being something that's quite interesting to include as part of a larger body of work. Thanks!

Answer

4 Answers

Market Research

John Hurley

Notion Head of Product Marketing • 5y

It's about grounding the organization in an understanding of the market opportunity, ecosystem, mindset, external factors impacting potential buyers. There's so many flavors with different goals...Market Sizing (whats the market attractiveness), Pricing research (how do we maximize business value), Buyer research (how can we connect to buyer behaviors and motives), etc. But there are also always on programs – Voice of Customer programs feed into personas, product strategy. Competitive intelligen ...Read More

1,986 Views
Patti Lew

Glassdoor Head of Consumer Product Marketing • 3y

Market shifts cannot be ignored, otherwise you will be left behind and will no longer be relevant. In the last two and a half years, we’ve all seen significant changes in the market given global events and cultural shifts on a number of fronts especially in terms of the pandemic and for social justice. Within a month of covid shutting down the US, Glassdoor quickly created a Covid-19 Response Campaign that offered a slew of resources and tips for job seekers from directing them to companies who ...Read More

505 Views
Morgan (Molnar) Lehmann

SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 4y

I agree with you - tracking market trends is not something I'm doing on a continuous basis. Mostly because in our category, the trends don't change that often. We will look into big shifts and market trends about annually as part of our company's annual strategic & operational planning process. Additionally, we may dive into trends whenever we're creating thought leadership content—whether it be written guides or presentations for events—to make sure we're on-trend.

432 Views
Jeffrey Vocell

BFC Software Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 3y

I think being aware of and ideally staying ahead of trends that change the way you work, or impact your buyers is important. But some trends are short-term and don't change much at all. Seeing the difference and not chasing after every trend will be important to the outcome of your research efforts. Rather than doing specfiic research on every single trend, I think it's important to continue to do research on how your audiences work and how that evolves and looking at how this information evolve ...Read More

302 Views