What type of customer research do you do pre-launch to help you have a great product launch?
Adobe Director of Product Marketing • 4y
Great question and glad to see people taking a customer-led approach to product launches. There are a few strategies I recommend here and they fall into 4 areas. Review ...
44648 Views
Checkr VP of Product & Customer Marketing • 6y
For clarity, I’ll draw a distinction here between product research and product launch research.1) Product research happens before resources are committed to build the pro...
6209 Views
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Personio Chief Marketing Officer | Formerly Microsoft, Autodesk, Dropbox • 6y
I’m a big believer in customer research as a part of the overall launch plan. It’s tempting to make decisions based on “I think” or “I like” but in most cases, the PMM is...
4709 Views
Kit.com Head of Marketing • 3y
It is always a good idea to factor in some time for research pre-launch to make sure your messaging is resonating with your target customer. In the past, I've done this b...
17854 Views
Panorama Education Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 5y
It depends on the launch, but I will usually do a mix of these:Customer Research: Talk with existing customers, or survey your existing customer base (or a segment of it)...
1933 Views
Stripe Head of Marketing, SaaS Products (Revenue Finance Automation) • 5y
Customer research is so critical to the success of a launch and the extent of it will depend on the size and scope of the launch. At a minimum, you'll want to do customer...
2548 Views
Uber Director, Global Head of Rider Product Marketing | Formerly Lyft, Hims & Hers, American Express • 5y
To answer this question, first ask yourself a number of questions: Business importance: Is this a smaller feature, or is it a big bet and large revenue driver? Risk: Ev...
2059 Views
Anthropic Product Marketing Leader • 4y
I like to break this down into: product research, messaging research, GTM research. Product research is research you do to inform the product the team builds. This almos...
751 Views
Oracle Product Marketing, Product Launch, GTM, ex-AWS | Formerly Amazon Web Services, Sprinklr • 9mo
Customer research is a gold mine - if done correctly. What's not understood, and often missed, is that customer research should be a continuous effort. It is often poorly...
3205 Views
Adobe VP, Product Marketing & GM, Next Gen Creators | Formerly Uber, Fivestars, Electronic Arts • 4y
Love this question. I take a 1 is greater than 0, even if it's less than 100 strategy here. Talking to any customers is better than talking to no customers. Obviously if ...
799 Views
Lovable Head of Product Marketing • 4y
There are a number of ways to approach customer research pre-launch. At Webflow, we spend a lot of time with our community members to better understand their needs and wa...
976 Views
Marketing Strategy Consultant • 5y
The #1 thing is listening to customer calls. Or beta calls if you have someone selling the product before the launch. We use Gong.io for that. This is where I get most ...
1513 Views
Related Questions
What type of pre-launch testing do you do?How do you ensure a product is ready for launch to customers? What kind of customer feedback, beta or pilots would you recommend? What types of launches do you do market research for? How do you plan a launch that is going to roll over to 6 months to a year? What kind of launches are these?Do you work with Beta Launches and how do you manage those? What collateral do you include for each launch?