How can you collaborate with market research teams to develop customer insights for product marketing?

These questions were not merely concocted as a result of research, they represented the critical points within our user journey. The model can be summarized as follows: we outline all the stages of the user journey or any other product metrics (such as average transaction value, lead time, etc.) and define the metrics that describe them. Subsequently, we undertake the first type of research, which involves conducting user interviews with those who abandoned the process (as opposed to those who completed it) to uncover the factors that led to their abandonment. Once we've identified all the obstacles, we transition to generating ideas for their removal, which constitutes the second type of research involving brainstorming and workshops.

Actually my previous experience says that the level of the acknowledgement result in biased research. I prefer the market research team should work two step measurement. First they use almost 25 % of the resources without detailed idea of the project, after the firsthand results and team understand the real market or problem than negotiate the real ideal. Therefore research team spend rest of the resources accordingly. As a result this will help to reduce bias on the hypothesis.

1. Setting clear objectives and parameters for marketing research is essential. 2. Establishing clear objectives aids in concentrating efforts and guarantees that pertinent data is gathered. 3. Boundaries are established by a clearly defined scope, which also prevents needless information overload and streamlines analysis for insights that may be put to use. In the end, this clarity helps to create more successful product marketing strategies by improving efficiency and directing strategic decision-making.

I like to project the types of answers I may receive to the questions. I then ask myself whether these will satisfy my inquiry. If not then, it forces me to refine and ask better questions.

Define the type of output you want, then work backwards to identify the right data input and tools to get there. This type of upfront thinking leads to results that are fit to purpose.

Este paso es muchas veces obviado, he tenido clientes que me piden, "necesito hacer XX técnica!" llámese encuestas, focus, neuromarketing, agile (SIC), design thinking, etc. Sin tener en claro si esa técnica era la mejor para obtener la información que necesitaba. Primero definan lo que necesitan y de quién, y luego seleccionen al mejor técnica para obtener dicha información de ese público.

Tools are important, depending on the business and research objectives agency can suggest tools. But sometimes data might be right with you already. Example: 1st party data, contact Center dump, social listening, social media conversations on own platforms.

Certainly, using different research tools is necessary at various stages of maturity and for different tasks. Nevertheless, in all types of research, it's essential to weigh the complexity, duration, and cost of the study against the value it can provide when implemented. Evaluating the value of implementation is usually straightforward since our research primarily focuses on uncovering limitations or generating ideas to overcome them. The greater the growth potential associated with overcoming a limitation, the higher the value it holds.

Get a research docket created for each account with information such as investment round, key decision makers, company challenges, tool set they use, what are they buying etc. Identify tools and techniques for each set of information you need: 1. Corporate Information - D&B 2. Intent - Zoominfo, Bombora 3. Explore social Listening tools e.g. Brandwatch 4. Database - Apollo, Zoominfo, and other similar tools

There are a range of specialties within most marketing organizations, but every member of the team needs to be able to put on a pair of Customer Glasses to see how the market - and the solutions your products (current and in development) appear or perform from a Customer's perspective. Often, internal debates ignore that vital Customer POV and their unique Vision, since as Subject Matter Experts and Experienced Marketing Professionals, we lean on our own POV and expertise in hopes that Customers will be wowed by what we are delivering, and will choose us over a competitor. Keep those Customer Glasses handy, and clean away smudges or fog that can build up over time.

Ensuring the continuity of research and the rapid generation of insights, as well as the implementation of changes and enhancements in the product, is a crucial objective. Given that our product's position is shaped by market dynamics, including consumer needs and competitor presence, it's evident that this is a dynamic environment. In essence, each research endeavor offers a snapshot of our position and developmental direction at a particular moment in time. Apart from ongoing data gathering, you should also possess tools for data consolidation and management.

Plans, priorities, and overall GTM strategy can change and a regular cadence of communication is important to stay aligned. When there is a meaningful (or impending) shift - it could be strategic, persona-based, a refinement in messaging, an upcoming launch - I find it's good to proactively engage with your research teams, among others. Let them know what it is, why it's happening, and what's in the works. This can help with building a rapport of helping one another. They want to make sure their research is contributing meaningfully, and if you can leverage it to back up your plans, it's a win-win for both sides. It can also initiate a new precedent of outreach so they'll come to you early when stuff is brewing from their side.

To build customer insights for product marketing, regular communication, and collaboration with the market research team are vital. It enables a dynamic information interchange, guaranteeing that research aims and marketing goals are in line. By continuing to participate, you may offer context, discuss changing product strategies, and improve research methods in response to pressing demands. Over time, more efficient and customer-focused product marketing strategies will result from this iterative process, which increases the relevance and applicability of customer insights.

Agree and adding to above. It is key for the brand team or Insights manager be involved from the questionnaire/discussion stage. The research agency may have a good understanding of the category but it’s the client who will have a better understanding of the business landscape. Asking right questions from the right target group will give rich output. Again, client inputs at the final report will help generate actionable insights!

Don't take research insights as gospel. Where possible, look at existing data (e.g. CRM, analytics, sales calls) to support or contradict the insights. When there are contradictions across the data, ask yourself 'why' that might be. Was there a flaw in your data collection? Do you need additional data to support or further refute the insights? The more robust data you can collect to support (or not) your insights, the more valid they are and the more confidence you can have in taking action on those insights. Research is all about increasing the level of confidence one has to make a particular decision.

Validating and refining insights is essential in developing a sound product marketing strategy because it ensures that the information used is accurate, up-to-date, and relevant. Through validation, you confirm the reliability of your data, minimizing the risk of basing decisions on flawed or outdated information. Refining insights involves continuous analysis and adjustment, allowing you to adapt your strategy based on evolving market conditions and consumer behavior. This iterative process improves the effectiveness of your product marketing approach, increasing the likelihood of meeting customer needs and achieving business goals.

The approach outlined in the article for validating and refining customer insights is exemplary. It emphasizes the importance of ensuring accuracy and reliability in data-driven decision-making. By cross-referencing with market trends, competitor analysis, and direct customer feedback, businesses can avoid potential biases and gaps in their understanding. Furthermore, engaging real customers through prototyping and A/B testing not only fine-tunes insights but also fosters customer-centric innovation. Collaborating with market research teams further strengthens this process, leading to more informed and effective strategies.

Great points by Joshua and I totally agrees. In my recent AI/ML modeled clustering project, when we matched Net Promoter Score (NPS) data with the churn rate for each customer cohort, there are 90% matches and 1 group that's showing totally contradict results - very low churn but very unhappy(?) People thought it's for sure a data problem but it's not, when data contradict each other is when you get the most interesting "Aha!". That cluster is actually a "ticking boom" who is not leaving because they are locked in. Always validate datas and researches, and A/B testing is always a great idea

Consider this phase as the process of sifting through the gems you've uncovered. Data can be overwhelming, so ensure a validation process is in place. Collaborate to cross-verify findings and insights. Multiple data sources or methodologies can provide a more comprehensive view of your target audience. Encourage the market research team to challenge assumptions and validate data accuracy. If you encounter contradictory insights, work together to refine and reconcile them.

Once you've gathered valuable customer insights, ensure they are shared with the entire product marketing team. Develop a structured mechanism for knowledge transfer. Collaborate to transform raw data into actionable insights. Integrate these insights into your product marketing strategy. Tailor messaging, value propositions, and marketing campaigns based on the customer insights you've acquired. Encourage creative brainstorming sessions where both market researchers and product marketers explore innovative ways to apply these insights.

Developing and implementing a successful product marketing strategy requires sharing and putting market research data to use with the right stakeholders. This promotes a common understanding of market dynamics, competitive environments, and customer wants. You obtain a variety of viewpoints and agreement on strategic objectives by incorporating stakeholders - such as CEOs, sales teams, and product managers - in the interpretation of insights. This partnership guarantees that the product marketing strategy takes into account the knowledge and perspectives of important stakeholders in addition to data, resulting in more comprehensive and successful results.

The best way to collaborate with the market research team is to first agree on and be clear about what business problem (usually acquiring and/or retaining customers) you are trying to solve in the context of product marketing. This will help identify problem areas (Is this a product problem, a customer experience problem, a positioning problem, a marketing communication problem? a pricing problem? a change in the competitive landscape challenging our position? etc.) and translate them into research questions, and define an analytical plan to support a research design that answers those questions and helps solve the business problems. Product marketing is more than just product or marketing.

Effective collaboration between market research and product marketing is the key to enhancing your product marketing strategies with deep customer insights. Some things to note: Cross-Functional Workshops: Organize cross-functional workshops to identify key customer pain points and opportunities. Customer Personas: Collaboratively define detailed customer personas based on real insights. Data Accessibility: Create a centralized data repository for readily available insights. User Journey Mapping: Collaborate on user journey maps to visualize the customer experience. Feedback Loop: Establish a feedback loop for ongoing communication and alignment between teams.

A fairly decent AI article for a change. Few things I would add 1. Before you set out on research, get qualitative primary information along with secondary research to guide your methodology 2. Map research to persona for coherent strategies

When there is qualitative component in the research, it is very helpful to go beyond the summary and listen to the customer interviews or the focus groups. I try to attend a few focus group sessions live especially the initial ones so that you can immediately make any amendments to the questions if needed for the subsequent groups. In addition, these sessions give a lot of context that we need to understand the research conclusions or question it if it is not inline with your understanding of the target audience. If I can't attend any of the sessions, I will watch some recordings before reading the findings of the research.

Marketing and innovation can also be iterative. Don’t expect to get the perfect insight / concept. Just go test and learn, or go to the next curve as Guy Kawasaki is recommending. Don’t lose yourself in data, do not forget to move forward.