How do you manage limited / time attention from customers with teams wanting to ask 25 minutes surveys?

In my experience across consumer goods and retail industries before transitioning to SaaS, market research played a pivotal role in crafting successful go-to-market (GTM) strategies. The nature of consumer goods and retail, where margins are often lower, requires marketers to function as general managers, necessitating thorough research efforts before product launches or marketing campaigns. I share this as there are multiple methods to conduct research as I've been able to apply those in SaaS.

Effective market research, irrespective of the industry, begins with a comprehensive understanding of two key elements: (1) the objective and (2) the target audience. It's essential to align on these foundational components before selecting any specific methodology, such as surveys.

It's common for cross-functional stakeholders, including marketing teams, to default to familiar tactics like surveys without considering alternative approaches. This presents a valuable opportunity to educate the team internally about market research, showcase your leadership, and then, determine the right approach to get results.