When I explain what product marketing is, I always separate it into three different tiers. The first tier is entirely research. Research on: market landscape, industry, competition, customers…you name it, we do it as product marketers. But sometimes, we get so bogged down (with deciding which questions to include on our surveys, digging into competitor features or losing hours on the phones with customers) that we don’t pause and think of what we’re trying to accomplish with the outcome of all this research.
- How research is actually all about decisions, not questions
- How to shield yourself from pesky requests when compiling surveys
- How to collaborate without losing your mind and derailing your research