Market Research

I'm about to make my companies first analyst briefing deck. I've made them in the past but want to make a really kick ass one this time around.

Examples: Market research for product development, market research with a dedicated R&D team, etc.

Can you share an example where market research significantly influenced your launch strategy?

I feel like my customer feedback is scattered throughout surveys, Google docs, Google sheets, Salesforce, and Slack... It's pretty tough to get an over-arching view of my customer feedback on an on-going basis. Do you use any tools or have advice on how to collect, analyze and share your customer feedback?

Also, how to actually show its success, as this is something that may take awhile before seeing a growth trend and can you directly actually attribute a particular success metric on messaging?

I am in the process of developing personas, and the data will come from multiple sources such as reviews, interviews, and internal insight. Do you have a tool, template or best practices for organizing all these data points to make sense of it and then turn it into a persona?

Product Marketing is new to our organization. A lot of folks don't understand the role. Additionally, it's very difficult to identify metrics for this function. What do you recommend in terms of how to earn buy-in, as well as where to start in the beginning to be able to add value?

More specifically: who are you speaking with? how often? what are sales teams typically asking for? what types of things can you deliver on/what types of things are not feasible? what steps do you take to keep things productive? what types of situations are not productive?

I'm starting a new job next week! Would love to hear your top tips in general as well as at the director level.

For example - Shopify Plus and Shopify (core)

I see a lot of battles between start-ups about similar features/products; I myself have tried to position our product with a differentiated story not always backed by features. What's the ideal approach? Where does one draw the line?