Product Market Research 101: A Beginner’s Guide to
Bringing in Consumer Insights

Quality consumer feedback can ensure that your next great idea succeeds in the market. With this comprehensive ebook you will:

  • Get downloadable templates and cheatsheets
  • Learn how to create an audience
  • Learn how to remove bias from your tests

 

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A Beginner’s Introduction to Product Research

This blog is the first in a series focused on putting market research, especially via research technology platforms, directly into the hands of product managers. We’ll tell you all you need to know, from how to select an audience to how to write questions that don’t create bias. Here, we begin with an introduction to market research.

A beginner's introduction to product research

Why do market research?

At the risk of stating the obvious, market research tells product teams what customers will buy and how they want to buy it. It’s not a silver bullet that guarantees product success, but it can significantly reduce the risk of a poor product/market fit.

Why don’t product teams do more research?

If market research is so valuable, then why isn't it more widely used? This is because conventional market research projects are expensive, take a long time to execute, and require personnel with special skills.

What are research technology platforms?

Research technology platforms leverage cloud computing, AI, and a number of other popular buzzwords to scale human research expertise and automate manual processes.

What skills are needed to conduct research?

The beauty of market research platforms is that they enable almost anyone to conduct high quality consumer research. You don’t need a background in statistical analysis or psychology because the platform automates these aspects of the research process.

How does research fit into agile design methods?

Research technology platforms enable product teams to integrate customer feedback into their agile development processes. The fast turn-around they provide is ideal for any iterative development approach.

Product managers can sleep soundly

Research technology platforms are helping to put an end to sleepless nights. They enable you to support your product development decisions with facts, rather than opinions, and increase the chances of market success.

Tips on developing the right audience

Tips on Developing the Right Audience

In this second blog in the Beginner’s Series, we’ll provide tips to help you identify and reach the right audience for your market research survey. We’ll help you avoid the pitfalls and ensure your data provides valuable insights into your market and drives your new product or feature to success.

Define your target market

Define your target market

The first step to finding a representative audience is to clearly define your target market. Who is your product designed to serve?

Find a representative audience

Find a representative audience

The next step is to identify an audience that: a) provides a balanced representation of your market and; b) can be easily accessed to distribute a survey.

Current customers represent a fraction of the entire market

Current customers represent a fraction of the entire market

If you are planning an extension to an existing product, you might be considering a survey of your current customers.

Selecting participants to match the target market

Selecting participants to match the target market

The last step in audience development is screening the pool of participants to ensure they meet all the characteristics of your target market.

Selecting the Right Survey Template

In this third blog in the beginner’s series, we’ll guide you through the process of selecting a template so that you can get to analyzing valuable market data in a flash. Templates corresponding with a product team’s most common research objectives help you get over any writer’s block you may be feeling and quickly build a high-quality survey.

Selecting the right survey template
Learning objective drives research questions

Learning objective drives research questions

Before you can select a template, you must first define your research objective. What is it you want to learn by surveying consumers?

Challenges writing test questions

Challenges writing test questions

With an established objective, normally you would proceed to write questions.

Product teams have common learning objectives

Product teams have common learning objectives

Most product teams have similar objectives, regardless of industry and company size.

How to find the best templates for product research?

How to find the best templates for product research?

The answer to this question depends upon your vehicle for conducting research.

Templates accelerate survey development

Templates accelerate survey development

A template typically includes draft questions and responses that you can quickly edit to suit your product or service.

Don’t write survey questions from scratch

Don’t write survey questions from scratch

If you’re a research beginner, writing your own survey questions from scratch isn’t just daunting.

Removing bias from questions

Removing Bias From Questions

In this second blog in the Beginner’s Series, we’ll provide tips to help you identify and reach the right audience for your market research survey. We’ll help you avoid the pitfalls and ensure your data provides valuable insights into your market and drives your new product or feature to success.

What is Bias?

What is Bias?

The answer to this question depends upon your vehicle for conducting research.

Guidelines for minimizing response bias

Guidelines for minimizing response bias

A template typically includes draft questions and responses that you can quickly edit to suit your product or service.

Unbiased questions reveal true consumer sentiment

Unbiased questions reveal true consumer sentiment

If you’re a research beginner, writing your own survey questions from scratch isn’t just daunting.

Pitfalls to Avoid in Product Research

In this third blog in the beginner’s series, we’ll guide you through the process of selecting a template so that you can get to analyzing valuable market data in a flash. Templates corresponding with a product team’s most common research objectives help you get over any writer’s block you may be feeling and quickly build a high-quality survey.

Pitfalls to avoid in product research
Lowering the cost of course correction

Lowering the cost of course correction

The first step to finding a representative audience is to clearly define your target market. Who is your product designed to serve?

Survey length and participant fatigue

Survey length and participant fatigue

The next step is to identify an audience that: a) provides a balanced representation of your market and; b) can be easily accessed to distribute a survey.

Biased questions

Biased questions

If you are planning an extension to an existing product, you might be considering a survey of your current customers.

Too many learning objectives

Too many learning objectives

The last step in audience development is screening the pool of participants to ensure they meet all the characteristics of your target market.

No learning objectives

No learning objectives

The first step to finding a representative audience is to clearly define your target market. Who is your product designed to serve?

Poor participant screening

Poor participant screening

The next step is to identify an audience that: a) provides a balanced representation of your market and; b) can be easily accessed to distribute a survey.

Data misinterpretation

Data misinterpretation

If you are planning an extension to an existing product, you might be considering a survey of your current customers.

One step closer to quality research data

One step closer to quality research data

The last step in audience development is screening the pool of participants to ensure they meet all the characteristics of your target market.

Agency vs Platform: Selecting the Right Market Research Service

Agency vs Platform: Selecting the Right Market Research Service

In this second blog in the Beginner’s Series, we’ll provide tips to help you identify and reach the right audience for your market research survey. We’ll help you avoid the pitfalls and ensure your data provides valuable insights into your market and drives your new product or feature to success.

Many sources for market research

Many sources for market research

The first step to finding a representative audience is to clearly define your target market. Who is your product designed to serve?

Full-service market research agencies: Best for complex research

Full-service market research agencies: Best for complex research

The next step is to identify an audience that: a) provides a balanced representation of your market and; b) can be easily accessed to distribute a survey.

Research technology platforms: Best for agile decision-making

Research technology platforms: Best for agile decision-making

If you are planning an extension to an existing product, you might be considering a survey of your current customers.

It's not an either/or

It's not an either/or

The last step in audience development is screening the pool of participants to ensure they meet all the characteristics of your target market.