Bonnie Chiurazzi

There are a few different ways to go about creating personas (which may be more closely aligned to “archetypes” or “segments” depending on the terminology your organization uses). The way you source the data largely depends on what you’re trying to accomplish. But the short answer is you can use qualitative data, quantitative data, or a mix of both. Either way, you’ll usually get the best results with primary research data - data you collect as opposed to insights you find in published research. ...Read More

Persona frameworks are unique to the organizations and teams who use them. But there are a few core elements that will add some structural integrity to your personas. Context and Market - How do you define the market that this persona is pulled from? Do you need to be able to size the perona’s incidence in the marketplace? Name - Choose a name that is memorable and conveys whatever it is that makes this persona unique and/or valuable. Some folks like to give their persona a name like “Steve” or ...Read More

There are so many best practices here! We’ll name the ones most top-of-mind, but please know this is not an exhaustive list. It seems simple, in theory, to conduct a research interview. It’s just asking questions, right? But moderators spend years learning and perfecting their craft. Screening Lean into your champions, not your haters. Find respondents who have a real need in the space and who don’t already have negative feelings towards your brand. These people will give you the feedback you ne ...Read More

Before we answer this one, here’s a little context about market research at Glassdoor. Our market research team is called “Market Insights” and it sits on the PMM team. Market Insights projects almost always have a strong PMM lead. Before product built, PMM/Market Insights takes it; once built, UX takes it. There are some exceptions, but the reason for this criteria is that market research is more in tune with the attitudes, wants, and needs of the total audience, which helps us identify opportu ...Read More

In our experience, market research is generally better suited toward future-focused strategic decisions than behavioral data (e.g. where can we expand our product offerings and what problems should we be solving?). Behavioral data can usually offer a clearer view into how to improve experiences and deepen engagement with existing products (e.g. after they do X, Y is a natural next step so let's send them a notification to nudge them in that direction). You can even link your survey data to behav ...Read More

First of all, *hugs*. I've worked on both the vendor and client sides of research, so I've had the opportunity to work with many different teams with varying levels of interest in market research. When I'm working with a team that isn't "bought-in" on the value of market research, it's usually due to one of the following reasons: They're in "start-up" mode and not creating space within their processes to leverage market research insights They haven't made it a priority to upskill their team on h ...Read More