Agustina Sacerdote

This is a great question. A couple of tips - The #1 way of making sure that personas will be adopted and used as a resource across functions is to make sure you're incl...

This is an awesome question! I think PMM has a responsibility along several stages of market research development. At a high level, User Research experts know what met...

To me, it's about creating a customer-centric culture, not just a "market research" culture. "Market research" is a bit of a stigmatized term - most of it is considered n...

The competitive set is defined by your audience, not you. And it changes all the time. At Square, we compete against anything that enables anyone to participate in our ec...

I don't actually use market research for that, is the short answer. If we believe that our solution is well suited for a particular vertical, we have the budget to inves...

1/ always start with what you have. This can include product usage data, user data, customer support calls, sales calls, etc. literally anyone that is customer-facing can...

I absolutely start with behavioral data first - assuming that by "behavioral" you mean product usage data, regardless of the question I am trying to answer. Behavioral da...

I've used a ton, mostly correlated with my budget :) On $0 budget you can always use Google Forms to send to current / former / prospective customers and export answers t...

Most of the cost associated with research is actually the cost of accessing a sample, so if you can figure out that piece, you should be in a much better spot. A couple o...

Involve these functions in the actual development and execution of the research. the worst you can do is give the impression that research is a "black box" out of which s...