Profile
Scott Swigart

Scott Swigart

SVP, Technology Group, Shapiro+Raj
About
I head a stellar team focused on market research for the B2B technology sector.

Content

Scott Swigart
Scott Swigart
Shapiro+Raj SVP, Technology GroupAugust 14
We're just wrapping up a research project with B2B tech marketing leaders (mostly CMOs) on their use of generative AI for marketing. We haven't done all the analysis yet, but here are some of the clear takeaways. * Companies are in various stages of investigation. Some companies are barely ......Read More
659 Views
Scott Swigart
Scott Swigart
Shapiro+Raj SVP, Technology GroupSeptember 2
Guided deliberation is a great methodology. You take 4-6 people and divide them into two camps. One camp is pro one solution, and the other camp is advocating for another. You have them debate their positions and work to reach a consensus. It taps into much deeper thinking than what you typically......Read More
236 Views
Scott Swigart
Scott Swigart
Shapiro+Raj SVP, Technology GroupDecember 2
Foundational research is critical (segmentation / ICP, personas, journeys) and individuals can be found for primary research on just about any topic. With AI and secondary research, this kind of research can now be done at about 1/2 the cost and time of traditional approaches. Once the foundat......Read More
223 Views
Scott Swigart
Scott Swigart
Shapiro+Raj SVP, Technology GroupAugust 14
In addition to great advice in other answers, there are a few other things to consider: * Most message testing is artificial. People are asked to carefully read and ponder the message before giving feedback. This isn't how people process messages in the real world. There are techniques ......Read More
223 Views
Scott Swigart
Scott Swigart
Shapiro+Raj SVP, Technology GroupSeptember 3
You can conduct a "first 30 days" study with new users as follows: First, identify potential audiences who can provide feedback on your new feature. These are: * People who are entirely new to your platform. * People who have just started using the new feature. The first group is genera......Read More
221 Views
Scott Swigart
Scott Swigart
Shapiro+Raj SVP, Technology GroupAugust 12
Oh man, the most impactful thing an organization can do is accept bad news. Think of how lucky you are. If you can stop the train, you've only wasted a lot of money on product development. You now have the opportunity to save a ton on launch, ongoing marketing, sales training, sales hours, partne......Read More
173 Views
Credentials & Highlights
SVP, Technology Group at Shapiro+Raj
Knows About Market Research, Brand Strategy, Go-To-Market Strategy