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AMA: Dovetail Product Marketing Lead, Alissa Lydon on Market Research
May 9 @ 10:00AM PST
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Dovetail Product Marketing Lead, Alissa Lydon on Market Research
Top Questions
Alissa Lydon
Dovetail Head of Product Marketing • May 9
Out of all of the frameworks I've tried, I think "jobs to be done" is my favorite. But in reality, I often end up riffing on it to build out a framework that is structured like the following: * Use case name (aka primary job to be done) * Persona(s) concerned with this JTBD * Pain points ......Read More
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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?
Alissa Lydon
Dovetail Head of Product Marketing • May 9
As someone immersed in this problem space for the past six months, the struggle of collecting and synthesizing large and disparate data sets is very real, but there are some promising developments. When trained correctly, generative AI can help uncover key themes in different data types. From sum......Read More
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1 request
How do you establish research as a product marketing function when there is a UX research team already owning most research initiatives?
And how to you create ownership of that function when UX research believes they should be the sole owner of all research?
Alissa Lydon
Dovetail Head of Product Marketing • May 9
UX research should be viewed as a valuable partner to product marketing. They are often researchers by training and can offer guidance on leveraging best practices to ensure that research data is high-quality. Just like any stakeholder, product marketing should strive to build a connection wit......Read More
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Alissa Lydon
Dovetail Head of Product Marketing • May 9
If you have a large enough prospect/customer base, you can do some scrappy research yourself. Set up a quick survey, incentivize folks to complete it, and just like that you've created your own version of trend data. You can use a similar approach to do qualitative interviews with target personas......Read More
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Alissa Lydon
Dovetail Head of Product Marketing • May 9
First understand the appetite level for research across the organization. If a lack of customer or market understanding is preventing the business from achieving key goals (closing more deals, delivering better products, etc.), and you can make that connection, then you might have an easier time ......Read More
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Alissa Lydon
Dovetail Head of Product Marketing • May 9
I've already shared some ways that you can be scrappy with research, but one more thing I will add here is that even without some of these low-cost programs product marketing still has access to a mountain data that they can mine for insights. Sales and success are talking to customers every day,......Read More
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Alissa Lydon
Dovetail Head of Product Marketing • May 9
I think a two-step approach is best here. First, you need to make sure that people know these insights exist. That means meeting them where they are and creating rituals to share and consume insights. It might be during quarterly planning with the product team, or monthly enablements with the GTM......Read More
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