Market Research

Robin Fontaine
Robin Fontaine
Shopify Senior Product Marketing LeadNovember 15
Even if accessing quantitative data is a challenge, you can almost always find a way to get great qualitative data by setting up interviews with customers or prospects. You can do these over video chat. Here's a process you can follow: * Write a research brief that includes goals, target aud......Read More
1824 Views
Robin Fontaine
Robin Fontaine
Shopify Senior Product Marketing LeadNovember 15
This depends on the magnitude of the launch, the goal of the research, and the budget available. For a large business-critical launch, you may have more than one phase of research. You might do a phase 1 a year out from launch, validating the product's appeal in the intended market. You might nee......Read More
1043 Views
Vishal Naik
Vishal Naik
Google Product Marketing LeadNovember 14
I'll break this up into two parts: Industry trends: I tend to look to public information here. Press pickup, analyst reports, what's going viral online (for a consumer product). If I were to turn to research for this, I'd suggest a qualitative study where I wrap this into a line of questions a......Read More
3039 Views
6 Answers
Daniel Kuperman
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM SolutionsJune 1
The biggest mistake is to focus on what the competitor does versus what the customer cares about. Don't start with what the competition is doing or not doing, start with what specific customer needs are not being met by the current players, and find better ways to serve them. Another common issu......Read More
2295 Views
7 Answers
Christine Tran
Christine Tran
Quantum Metric VP, Product MarketingJuly 28
This is the situation we're in right now. Our AR program is three years old and it's an ongoing initiative to identify and vet the right analysts, build relationships, and education/inform/influence their research roadmap. Here are a few tactics I'm using: 1. Identify the analysts who (will) wr......Read More
2016 Views
13 Answers
Vikas Bhagat
Vikas Bhagat
Webflow Senior Director, Brand & Product MarketingJuly 13
It really depends on the current understanding of that competitive positioning within my sales team. I usually work with Sales Enablement or frontline Sales Managers to create a bill of materials that would help inform the team on competitive positioning.  Usually this includes but it varies o......Read More
2169 Views
How does one create a "positioning document?"
Our organization is focusing on a new customer segment and channel. My CMO has asked me to create a "positioning document" that we can share with senior leadership that articulates how we're going to market to this segment. Does anyone have a template or (and NDA-compliant) example document I could use as a model? Just trying to understand what type of information to include and how best to organize it. Thanks!
10 Answers
Leonardo Vergani
Leonardo Vergani
McKinsey & Company Engagement ManagerJuly 29
Hey, Intercom published a blogpost with their templates for everything related to Product Marketing, including a Positioning template. You can read the blogpost here: https://www.intercom.com/blog/how-product-marketing-helps-build-product/ Specifically, the positioning template is availab......Read More
1706 Views
2 Answers
Lauren Craigie
Lauren Craigie
Cortex Head of Product MarketingAugust 30
Some ideas: * Free: Use polls on LinkedIn. You can see who responds (their title, positions held in the past etc) * Free: Unincentivized user surveys * Cheap: Incentivized user surveys * Cheap: SurveyMonkey or Wynter for market surveys * Cheap: Wynter for buyer interviews (compared t......Read More
733 Views
1 Answer
Alissa Lydon
Alissa Lydon
Dovetail Head of Product MarketingMay 9
I think a two-step approach is best here. First, you need to make sure that people know these insights exist. That means meeting them where they are and creating rituals to share and consume insights. It might be during quarterly planning with the product team, or monthly enablements with the GTM......Read More
393 Views
1 Answer
Alissa Lydon
Alissa Lydon
Dovetail Head of Product MarketingMay 9
I've already shared some ways that you can be scrappy with research, but one more thing I will add here is that even without some of these low-cost programs product marketing still has access to a mountain data that they can mine for insights. Sales and success are talking to customers every day,......Read More
391 Views