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Which research activities does your product marketing team do internally, and which research activities do you outsource?

I'm trying to figure out how to structure my team, and what to use external resources for.

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3 Answers
Market Research
  1. Jennifer Kay Corridon
    Jennifer Kay Corridon

    Midi Health Go To Market & Principal PMM | Formerly Homebase, Angi, The Knot • 2y

    Research is top priority for my team so we are responsible for driving it from start to finish. While we certainly get input from sales and help from teams like customer success or service to source candidates but I strongly push for as much ownership and tactical execution being done by my team. This starts with creating the detailed research scope, a clear outline of approach and methodology, as well as the question or conversation guide. We also conduct all the research and provide a wrap up ...Read More

    815 Views
  2. Ali Jayson
    Ali Jayson

    Matterport VP Marketing • 4y

    It's a healthy balance of both. We do smaller, qualitative user feedback sessions mostly internally -- especially with customers who are in beta programs for our new features. 

    But broader market research initiatives that require greater scale, we often bring on great partners like Forrester, YouGov, Suzy, and other survey/analytics tools to get us the level of responses we need. 

    1,927 Views
  3. Lauren Craigie
    Lauren Craigie

    Inngest Head of Marketing • 2y

    For gut checks on messaging, or for unguided surveys like pains and gains I do it myself via SurveyMonkey or Wynter. $600-$1200 will get you 50-100 answers from folks that meet your target market (you can choose qualifiers like industry, title, seniority, location but each will shrink the size of your pool). The thing I love most about these tools is 1) you can ask a qualifying question to eliminate anyone who’s never even heard of your category, or doesn’t do the work you aim to improve, for ex ...Read More

    472 Views

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