Aliza Edelstein

At a high level, for product messaging, you should have these things: Elevator Pitch Unique Value Proposition Competitive Positioning Supporting Proof Points For person...

I see three parts to driving alignment, both with execs and among all other stakeholders: First, bring them along for the journey. Messaging cannot be done in a silo, a...

Two ways to answer this question: Follow best practices Use common sense Best practice: Survey fatigue isn’t as much about the time it takes to complete a survey but ab...

The key to keeping messaging initiatives on track is to ensure internal stakeholders are bought in and represented throughout the process. In addition to making sure they...

This is a big question so bear with the long answer!If you are on the research team, product team, or product marketing team, it is your job to synthesize your research. ...

While surveys to a representative sample are a key input for keeping your finger on the pulse of industry trends, they likely won’t tell you what you aren’t thinking to a...

There are so many ways to conduct research on a limited budget—and even for free! Gen AI. You no longer need to hire expensive agencies or consultants to write well-str...

There are many points in a company’s lifecycle when messaging and positioning should be reassessed—such as product launches, rebranding, or when you’re getting consistent...

For interviews: UserInterviews (compensation is built into the price) Respondent.io (compensation is built into the price) AlphaSights (compensation is built into the pr...

Determine what you need to answer, and then work backward from that. The research needs to be relevant to your company in order to move the needle. For example—Do you nee...