Vishal Naik

A product source or truth deck that points to your personas, messaging and positioning is a sound format for this. We use this as a model for hero products. Another approach that we're using for a new product that hasn't yet launched but we have user research, personas, and positioning around is a product onboarding deck. Same concept as the source of truth or "bible", but being used as the intro deliverable for all of those joining the project as the first touchpoint they should read. An outline to consider for the source of truth deck could be: * Marketing goals * Key marketing moments to plan around * Market context * User personas * Messaging and positioning * message framework/narrative * style/tone guide * Product overview * key features * mocks/screens * sales strategy (if b2b) * call scripts * key questions to ask * playbook to navigate from stakeholder to decision maker * branding * use cases/case studies

The challenge if your company doesnt always do market research is that you have to prove that there is a gap in your foundational knowledge. Which is always tricky because you're effectively saying that the company has been doing something inefficiently (and potentially "wrong") in the past. A way to get around this (which admittedly has its own hurdles) is to pilot a research program from your own cost center and then prove the value of it to XFN stakeholders (and once youve got it budgeted, get their support and input into the study so they are more excited about the output) and then in the future use that pilot study as a reference point to showcase what impact market research can have.

Based on your budget, ranging from zero to small, I'd consider the following options: Zero Budget: I'd do a combination of desk research on the industry and listening in on prospecting calls from SDRs and seeing how those prospects in different industries resonate with your messaging/describe their problems. Limited Budget: I'd try something scrappy like building landing pages on my site and then creating highly targeted SEM campaigns with a fixed budget so that I could see what segments converted and showed a signal that can be used as a proxy for interest. Small Budget: I'd try something like the targeting features within a platform like Survey Monkey or try to self recruit for a small focus group.

At my current company, we have three main ways to conduct product research: in-house with our UXR team, with an agency synthesized by our Insights team, or with an agency fully managed by PMM. We choose the right path based on resources, budget, and research goals. Here are a few tips for conducting product research: * Start by defining your research goals. What question are you trying to answer? What will you do with the information? * Sync with your team to see who has the resources and bandwidth to help. This may include your Insights team, UXR team, and Marketing team. * If you're working with an agency, be clear and concise in your briefing. Share context, your ideal state, and the nuances you're looking to learn. * Carefully craft your research stimuli. Make sure the items that respondents see are diverse and clear enough to guide them down the right path, while avoiding unintended bias. * Review and interpret the results yourself. You know your business better than any agency does. * Be involved in the analysis of the information, even if it's in-house. Ask market questions and let your brainstorm shape the readout. Keep in mind research is like any other data point, people will take away different interpretations of what the information is saying, so be sure to spend your own time understanding the study so that you can steer conversations towards the ideal outcome for your business.

There are specific roles that are research based, but usually tangential to PMM (aka might sit in the PMM team, might sit elsewhere)--such as competitive intel or research and insights. But speaking frankly, the volume of PMM roles that focus on GTM likely outweigh--by some order of magnitude--the volume of PMM roles that focus on research.

The right agency. Yes it costs money so that does limit whether or not you can leverage an agency, but an agency can be leveraged like an outside consultant giving you the insights you need based on your business strategy. At my last role, regardless of the business challenge that faced us, the first call I made was to my preferred research agency. In the companies where I've worked where that budget ask would have not been approved, I've had some good experience with Survey Monkey. While it still does cost money to use, its less than an outsourced agency. I tend to be pro-Analyst as well, so I've liked Gartner insights. In terms of free desk research, I like to read what consultants like McKinsey publish on a topic.

Honestly I don't. I tend to view frameworks as templates to help guide a business plan. In my experience, no two business questions have been met by the same research plan. If you had a recurring business problem around each product launch, then you might want to seek specific frameworks for the nuances you're looking for--such as message testing vs feature prioritization vs pricing strategy, etc.

I'd start with my preferred search engine and read up on anything i can find, and look for industry reports or stats that paint my product in the right light. As for competitive intelligence, I'd also start with a Google search, but also look for review forums (think like a G2 type site) and look for how customers are talking about a product. If my company has any clients who have switched from a competitor, then those are great customers to target to learn from. It's probably also beneficial to do win/loss analysis and deal post mortems to learn more about the competition you're running into on a daily basis.

I see generative AI helping marketers understand what options they have for research so that they can ask agencies better questions around what methodologies to use. Generative AI can also help you with desk research as it can point you in the direction of the studies and analyst reports that cater to your nuanced needs. I personally wouldn't use generative AI to replace research agencies because the chance of a hallucination isn't worth it to me when my goal out of research is to remove potential doubt in my strategy and give clear direction.

I'll break this up into two parts: Industry trends: I tend to look to public information here. Press pickup, analyst reports, what's going viral online (for a consumer product). If I were to turn to research for this, I'd suggest a qualitative study where I wrap this into a line of questions around another topic. As in, it's probably not meaty enough to do a study just to understand industry trends, but if you're covering another topic you could wrap this in. Customer Behavior: I worked with a research vendor on a customer behavior study last year and the process we followed was a qual, quant, qual. * For the initial qual, we did a series of in-depth interviews (you could also do a diary study) to set a baseline for how users were engaging with the space we were trying to explore. So specifically not our product, but the ecosystem in which our product sits in. * Then we used that to shape a quant where we could fine tune use cases to test and broader business impact around the behaviors we were studying. * Then we used the quant to do another qual that was more specific to our product, but anchoring on that original qual's baseline and the learnings from the quant to validate some of our hypotheses. You dont necessarily need to be that broad, and MVP on this would just be the front-end qual (IDI or Diary Study being good places to start) .