What types of market research should Product Marketers conduct for their teams?

Product Marketers should be able to support of execute fully on a few types of research. What role they play in the research will depend on whether or not they have dedicated researchers at their company, or budget to hire an agency.

• Surveys: PMMs should be able to author, send, and analyze the results of surveys. Key skills are: writing good questions that will not unwittingly bias the answers, and data analysis of the answers (though many are using Chat GPT to help with summarizing takeaways).

• Interviews: Also known as Qualitative Research, 1:1 interviews with customers is an important skill for PMMs. 5 to 10 interviews can go a long way toward answering key questions about product market fit, pricing, prioritizing features on your roadmap, and more.