What's the best outcome you've gotten through buyer or customer research? Was it really worth all the effort / money?
Absolutely worth the effort! A great example of where extensive qual and focus group research really was worth it was when we launched Uber Pro. In initial product strategy discussions, the internal team was exclusively looking at financial upside or discounts as rewards. But what we learned thro...more
Which research activities does your product marketing team do internally, and which research activities do you outsource?
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, ...more
What is the role of product marketing in research? Do you write your questionnaires? Or just inform objectives etc.?
In my view, the goal is to 1. help define the objectives of the research based on business & user needs 2. support research as they execute the research plan to ensure the research methodology & questions deliver on the objectives 3. Once research is complete, help narrow and refine ho...more
How do you see qualitative research differently from UX research, if at all, when it comes to product marketing?
I absolutely love working with UXR teams. And I completely understand the reason for the question. The truth is, yes it can be confusing. Fundamentally, I do think they share a macro goal -- which is to understand humans, their motivations, etc. But the ways in which we evaluate these can be slig...more
Where should you start, especially if you have little to no budget for research. Are there any free/low-cost existing resources? Or standard strategies/plans of attack?
Absolutely! There is a ton of incredibly important data & insights in what you're probably already doing related to your product: * Web - Look where people are spending their time, dropping off, what is getting the most clicks * Ads - Same as above. Target multiple groups with multiple cre...more
What are your go-to tools for both for quantitative & qualitative market research as a product marketer?
Nothing beats sitting with a customer and actually listening to them. I can't reinforce enough the importance of this. As companies grow, its easy to lean on reports / reporting to tell you "what the customer thinks & feels". But there is so much nuance in how people communicate -- and as humans,...more
It always starts with the business objective, and then moves into user needs. What I find is that happy, satisfied customers most often move the business forward. So, I like to start with a long-arch view of what we are trying to achieve, quickly followed by what we hope our users will say / feel...more
Credentials & Highlights
VP Marketing at Matterport
Formerly Peloton, Uber, Microsoft, Entrepreneur
Lives In Laguna Beach, CA
Work with Ali