Patti Lew

There are a number of foundational research reports and insights you can provide to your product partners before they delve into the development process. These include: A broader overview of the competitive landscape and market landscape As well as a closer look at the health of your brand and how it fares against it competitors over time through brand trackers and CSAT (consumer satisfaction) surveys In terms of users and target audience, they can draw on segmentation and persona research And I ...Read More

Ideally you would draw on both a combination of quantitative and qualitative data to shape your segmentation research. Start with a hypothesis of who your TAM (total addressable market) is. This will help you to identify new market segments you may not have thought to target. For example, for Glassdoor our TAM is comprised of all working age adults who are either currently employed or want to be employed. Segmentation can then be used to expand the sandbox (market) that you’re playing in by expa ...Read More

Market shifts cannot be ignored, otherwise you will be left behind and will no longer be relevant. In the last two and a half years, we’ve all seen significant changes in the market given global events and cultural shifts on a number of fronts especially in terms of the pandemic and for social justice. Within a month of covid shutting down the US, Glassdoor quickly created a Covid-19 Response Campaign that offered a slew of resources and tips for job seekers from directing them to companies who ...Read More