AMA: Sharebird Marketing Associate, Surabhi Jayal on Market Research

For tracking and managing customer feedback, a solid system of record typically includes a centralized platform where feedback from all sources is collected, categorized, and analyzed. Here’s how I would set up an ideal system of record for customer feedback: 1. Centralized Feedback Database (CRM or Customer Feedback Tool): A Customer Relationship Management (CRM) tool like Salesforce or HubSpot, or a dedicated customer feedback tool like Qualtrics, Medallia, or Zendesk. These platforms aggregate feedback from multiple sources, including surveys, support tickets, reviews, and social media, into a single repository. It’s essential to have everything in one place for consistent tracking. 2. Automated Tagging and Categorization: Feedback should be categorized by topics like product features, UX issues, or support experience. Many tools can automate tagging based on keywords, which helps quickly group feedback for trend analysis. 3. Integration with Communication Tools (Slack, Email, etc.): Integrating feedback tools with team communication channels can improve visibility and response times. For example, urgent feedback can trigger alerts or Slack notifications, ensuring that specific feedback reaches the right people fast. 4. Sentiment Analysis and Analytics: Leveraging tools with built-in sentiment analysis (e.g., in Zendesk, Intercom, or Sprinklr) helps gauge overall customer sentiment and prioritize issues. Regular analytics and dashboards are key for trend analysis, identifying recurring themes, and seeing changes over time. 5. Feedback Loops for Closed-Loop Communication: A solid system includes processes to let customers know their feedback has been received and is being acted on, often through CRM automation or emails that acknowledge and update customers on their feedback’s impact. 6. Integration with Product Roadmap: Connecting the feedback system to a product management tool (like Jira or Asana) allows for the seamless transfer of product-related feedback directly to development or product teams for consideration in the roadmap. 7. Regular Review and Reporting: Setting up regular feedback review sessions (weekly or monthly) where cross-functional teams review feedback reports and adjust priorities as needed. For smaller operations, this setup could start with simpler tools like Google Sheets or Airtable combined with surveys (e.g., via Typeform or Google Forms) to consolidate feedback and then scale up to specialized platforms as needed. The key is consistency, organization, and the ability to track feedback back to actions taken.

In market research, buzzwords can definitely signal either genuine insight or fluff, depending on how they’re used. Here are some buzzwords that can be red flags and some that are more likely to pique my interest. BUZZWORDS THAT CAN BE TURN-OFFS 1. "Disruption" - Often overused without clear backing. True disruption is hard to accomplish and should be demonstrated with specific examples. 2. "Synergy" - Used so much it often signals vague collaboration rather than concrete results or outcomes. 3. "Thought Leadership" - This can be meaningful, but it’s often just a label used to bolster authority without actually delivering unique insights. 4. "Best-in-Class" - Often feels like marketing-speak without measurable evidence. I’d rather see a comparison or benchmark data than just claims. 5. "Game-Changer" - Like "disruption," this is often used for impact but without tangible backing. Real game-changers can point to data showing a marked shift in performance, engagement, or user adoption. 6. "Low-Hanging Fruit" - Sometimes sounds dismissive of the work needed or the challenges involved; I’d rather hear specifics on what’s feasible with current resources. 7. "Leverage" (without context) - If the term isn’t accompanied by specifics (e.g., "leveraging X to achieve Y"), it’s often a filler term. BUZZWORDS OR PHRASES THAT ARE ENCOURAGING 1. "Data-Driven Insights" - This suggests that findings and recommendations come from measurable data rather than assumptions. 2. "Customer-Centric" - If backed by specifics, this term suggests a focus on understanding and meeting customer needs, which can make strategies more effective. 3. "Actionable" - If research results are described as "actionable," it’s promising that they might lead to practical steps and measurable results. 4. "Evidence-Based" - Suggests a commitment to grounding insights in empirical research rather than opinions. 5. "Value Proposition" - When explained well, this shows that the research has thought through why a product or strategy would resonate with customers. 6. "Segmentation" or "Personas" - Indicates that the research goes deeper than generic findings and considers different groups’ needs and behaviors. 7. "Customer Journey" - Implies a thorough understanding of the experience from the customer’s perspective, often with a focus on identifying friction points and optimizing engagement. 8. "Competitive Landscape" - This shows a holistic view of the market and acknowledges other players and trends rather than operating in isolation. In general, buzzwords are okay if they're clearly backed by specific, real-world insights. When they’re used without supporting details, they tend to feel more like filler.