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Director of Product Marketing at Pendo.io
Our product teams are great at this and we glean a lot from them during a launch but we’ll also do a lot of customer interviews on our own. I also always learn a lot from talking to our own Service team, but I specifically work on software for service teams. Often we also run a big survey to col...more
Director of Product Marketing at HubSpot
Foundational qualitative research should be done as soon as you are able, and also ahead of any major product shifts or market expansions. We've also explored qualitative research with "the ones who got away" - lost, paying customers. Understanding where we've failed them or where competition ha...more
Head of Global Product Marketing at Airbnb
Research is so important. The closer you are to your customer, the more credibility you have. If you're fortunate enough to have a research org at your company, even better. My first weeks at Airbnb were in large part spent sitting in with the research team as they interviewed our users.    In ...more
Head of Product Marketing at Quizlet
So, I never use all these types of research, but here's a great menu of research phases that I keep at the top of my Research Plan Template. Usually at most I'd pick one of these per phase, that is most important and will produce the most actionable insights.  Phase 1 - Early stage * Market ...more