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Bonnie Chiurazzi
Director of Market Insights, Glassdoor
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Bonnie Chiurazzi
Glassdoor Director of Market Insights • September 27
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 ......Read More
3347 Views
Bonnie Chiurazzi
Glassdoor Director of Market Insights • September 27
1. 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. 1. Context and Market - How do you define the market that this persona is pulled from? Do you need to b......Read More
2468 Views
Bonnie Chiurazzi
Glassdoor Director of Market Insights • September 27
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 du......Read More
1049 Views
Bonnie Chiurazzi
Glassdoor Director of Market Insights • September 27
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. 1. Screen......Read More
985 Views
Bonnie Chiurazzi
Glassdoor Director of Market Insights • September 27
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. 1. Before product built, PMM/Market Insights takes it; once bui......Read More
754 Views
Bonnie Chiurazzi
Glassdoor Director of Market Insights • September 27
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 a......Read More
525 Views
Credentials & Highlights
Director of Market Insights at Glassdoor
Product Marketing AMA Contributor
Lives In Los Angeles, California