AMA: Route VP of Product Marketing, Aliza Edelstein on Market Research
October 31 @ 10:00AM PST
Register for AMA
We will email you Aliza's answers
to these questions after the event in case you can't make it.
Can you share best practices to do impactful market research on a tight budget?
How do you leverage insights and prioritize qualitative vs quantitative as you build-out product messaging recommendations?
How do you make sure to get feedback from decision maker, researcher/influencer in buy GN process and user.
What's the best outcome you've gotten through buyer or customer research? Was it really worth all the effort / money?
Any tips for recruiting good enterprise decision maker interviewees for persona interviews? Where do you hunt? Do you compensate them?
What is your preferred framework for defining the persona, the buyer pain points and elaborating on use cases?
How do you collect, analyze and share your customer feedback?
I feel like my customer feedback is scattered throughout surveys, Google docs, Google sheets, Salesforce, and Slack...
It's pretty tough to get an over-arching view of my customer feedback on an on-going basis. Do you use any tools or have advice on how to collect, analyze and share your customer feedback?
What role does User Experience research play as the key driver for both product marketing and design teams to align behind the same end user needs?
How do you decide which market research questions will move the needle most for your company?
How would you go about conducting market research for potential clients of a new feature? You've already got your core clients, but are launching a new feature and are looking for unbiased feedback from people net new to your platform/service/offering.
What is the most effective way to drive participation in market research studies?
What are techniques and best practices to reduce question / interviewer bias when gathering qualitative insights (surveys / interviews) from your market?
How do you develop a voice of customer (VOC) program when there is only an ad-hoc feedback process in place?
What tools do you use to drive market research and competition research ?
How do you start an effective Voice of Customer (VoC) program on a shoe-string budget?
Where should you start, especially if you have little to no budget for research. Are there any free/low-cost existing resources? Or standard strategies/plans of attack?
What market research activities do you require product marketers who work for you to do? And why?
Which research activities does your product marketing team do internally, and which research activities do you outsource?
I'm trying to figure out how to structure my team, and what to use external resources for.
What research do you do upfront to inform your plan for opening new markets?
How do you prioritize your research - Buyer vs User?
What are some helpful advice, insights, and tips you can share for effective communication to multiple stakeholders (in different departments) on findings after market research is done?
When considering a new initiative, how do you determine what questions to ask your MR team to ensure you are getting the right data to inform your decision?
How do you organize/synethize data for creating personas?
I am in the process of developing personas, and the data will come from multiple sources such as reviews, interviews, and internal insight. Do you have a tool, template or best practices for organizing all these data points to make sense of it and then turn it into a persona?
What the most common mistake you see orgs make when navigating market research? How can this be avoided?
What's your experience with getting participants to speak to you for win/loss interviews?
How do you work with product to come up with the name for a given feature? What research do you do outside of trying to validate the name on customer interviews?
How do you treat research from industry analysts within the mix of quant and qual sources?
How do you decide whether to engage an outside research vendor vs. doing scrappy research yourself?
How do you decide what data points to gather when doing market research?
What market research methods are you currently using to understand industry trends and customer behavior?
How do you recommend researching on a very limited budget?
How do you manage limited / time attention from customers with teams wanting to ask 25 minutes surveys?
How would you go about using customer research to build out a buyer's & customer journey resource?
How much time should be dedicated to Research before a launch?
How do you define roles and responsibilities around product research between product management and product marketing?
How do you prioritize data and also share effectively for learning across the business?
Just wondering how to get started doing market research--good sources, good tech, good panels, etc and what kind of budget does it take?
How do i use multiple customer quotes and case study stats to create a 2 pager sales enablement asset?
Im not sure how i can structure this document, but i have (numbers) on how our product benefited the customer and why they chose us over a competitor and multiple quotes from different customers. What is the best way to tell a story?
How do you recommend surfacing customer/prospect/market/competitive insights and recommendations to the product and exec teams on a regular basis when standing up a new program? Any best practices for making it actionable?
Have any of you been in a scenario when your company was opposed to market research (b/c they thought it would take too long or cost too much money), but you were able to convince them that it was valuable? What steps did you take to convince them of the value?
How do you 'divide and conquer' (or really, collab) on market research between PMM, PM, competitive team and any other stakeholders like audience or industry marketing?
In the company, Market Research is led by the Product team, and they do not always share the results with marketing and/or sales. They implement changes and the customers are not always happy bcs sales did not know and/or knew how to help them. How can I improve this communication?
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