Que faites-vous si vous souhaitez maîtriser les études de marché en marketing produit ?

Pay close attention to industry analysts and how they name product categories and associate key product characteristics. This is not easy because a lot of these reports cost $ to acquire. But search the Internet the best you can to at least get a flavor for their analysis. It is a puzzle but fit the pieces together to see where you might stand whether you exactly fit in their product categories or not!

Para dominar la investigación de mercados en marketing de productos, es fundamental desarrollar habilidades analíticas y de investigación sólidas. Invierte tiempo en aprender métodos y técnicas de investigación de mercados, incluyendo la recopilación y análisis de datos cuantitativos y cualitativos. Mantente actualizado sobre las tendencias del mercado y las herramientas de investigación más recientes. Practica la interpretación de datos para extraer insights significativos que puedan guiar estrategias de producto efectivas. Además, colabora estrechamente con otros departamentos, como ventas y desarrollo de productos, para integrar los hallazgos de la investigación de mercados en decisiones estratégicas centradas en el cliente.

Start with a strong foundation by familiarizing yourself with key marketing concepts such as segmentation, targeting, and positioning. Understanding these basics will help you to see the bigger picture and make more informed decisions.

When it comes to mastering market research in product marketing, it is crucial to emphasize the importance of marketing compliance. This entails adhering to regulations and standards in the collection, processing, and use of consumer data. By understanding and complying with data protection laws, privacy rules, and ethical practices, marketers can ensure that their market research activities are legal, ethical, and respectful of consumer privacy. Marketing compliance is a critical aspect of building trust with consumers and maintaining a strong reputation for businesses.

To get desired results in MASTER MARKET RESULT IN PRODUCT MARKETING. You have to start with understanding your aim your objectives.choose a suitable method with relevant data.analyse the data with the help of tools.target,select and focus on the right audience.gather inputs from customer and make changes as per the market trends.

I think these are all very relevant points but for me this one resonates as the most important. I think the start of this strategy is to do a traditional SWOT analysis to understand well the market in which you’re playing in. Once that’s done you need to dive deeper and start looking at competitor product F&B’s. Your product positioning / USP, marketing messaging and sales strategies will be developed based on market gaps you will try to fill. I think the best line I had read in one of my product marketing classes was, don’t play in your competitor’s sandbox. Create your own.

Use your existing customer base who are highly loyal to your company to research and gather information about current and new products and strategies of your competitors.

Use Win/Loss interviews to learn more about your competitors. These help you find out why a sales opportunity converted into a customer, chose a competitor or maybe chose no-one at all. Aim to have at least 10 interviews. Interview those that have converted into a customer and find out what they did to solve the problem before they became a customer. Interview those who didn't convert into a customer and find out what alternative they chose and why. Speak with customer success and sales teams, they too have lots of data they can share with you that can help you to paint a picture of the competition.

Look at your competitor's current strategies and anticipate their future moves. Understand their market positioning, customer segments, and areas of innovation. You can proactively adapt your own marketing strategies to maintain a competitive advantage and capitalize on emerging opportunities in the market.

AI is a great use for competitor research, and their competition. Use a prompt that asks about the points here, or have it make a list for you to do your own research.

Remember you have the flexibility to deploy research yourself using a DIY survey tool. Most survey tools will also have templated surveys and a data visualisation dashboard to easily analyse your data for insights. Or you can work with a research partner to deploy your research. If your research is a little more complex or you are new to research, consider using their expertise. Familiarise yourself with best practice survey design, it is important to ensure surveys are engaging and to avoid bias. Message me if you'd like free best practice survey design recommendations.

Working directly with a skilled consumer research partner is essential, especially when one is just starting out. In learning from an expert or team of experts, you will pick up invaluable skills that you can later apply to designing more effective research projects in the future, or utilize directly with the DIY research platforms that have emerged. One additional area to consider is to build up an eCRM database, and then to utilize that first party data for product or experience surveys.

Even with efforts to ensure clarity and neutrality, subtle wording choices or the framing of questions can subtly guide respondents towards certain responses, leading to biased or unreliable data.

Using data is super important today, especially for product marketers. There are loads of tools out there to help gather all sorts of info, like SimilarWeb, Statista, Semrush, Google Trends, SurveyMonkey, Google Analytics, etc. To make the most of them: - start small and get familiar with all the tools available; - figure out what kinds of data you can gather and how often; - learn how to “read” the data and what insights you can get from it. And keep an eye on reports from big public companies— they often have juicy insights that could help you understand your industry better and even snoop on your competitors.

Among the sites that provide updated reports on products for export and import are the United Nations reports under the name Trade Map. I advise you to subscribe to them. Also, the American intelligence civil reports on the countries of the world.

One controversial aspect of relying solely on data analytics is the risk of oversimplifying complex human behaviors and preferences. While data can provide valuable quantitative insights, it may overlook qualitative factors such as emotions, cultural influences, and individual motivations that play a significant role in consumer decision-making.

Utilizing tools like Google Analytics, SEMrush, Ahrefs, and SurveyMonkey enhances market research capabilities significantly. Google Analytics provides insights into website traffic and user behavior, crucial for optimizing marketing and design. SEMrush offers competitive analysis and keyword insights, essential for improving SEO and understanding competitors' strategies. Ahrefs excels in backlink analysis, revealing link-building opportunities and competitor strategies. SurveyMonkey enables direct customer feedback, informing product development and marketing tactics. These tools collectively offer a comprehensive understanding of the digital landscape and consumer preferences.

Social media data can provide insight into what your target audience is missing from your current product. How are they using your product? This then can feed into product strategy and innovation. What product or feature should your company develop next based on needs? It can also be used to understand if your messaging is resonating with your audience. Find out where your target audience is 'hanging out' online such as relevant forums etc. Looking for particular hashtags, brand mentions, habits, reactions. Also look for geographical or other demographical differences in behaviour and mentions among your audience. You can get a wealth of insights from Social Media!

Successful market research involves three critical steps: 1) choose the right topics to research, 2) field the research in the right way (e.g., quant v. qual, the right vendor), and 3) document business outcomes for a set period of time when done (e.g., 12 months). Do these three things well and you've got a great program on your hands!

Monitor tools aside, some of the things that have helped me in engaging socially to gather customer insights are: - Connect and network in SoMe with top customers, especially customers that are active on e.g. LinkedIn. This is gold dust in your research endeavors. - Check forums like Reddit and Quora for conversations about your solution and competitor solutions. - Get 'physically' social by attending tradeshows and conferences where your users/customers visit. Engage in conversations to learn more about how they use your (or competitor) solution.

The market research industry is a huge 84.3 billion USD (Statista)!! Benefit from its experts by joining one of its industry bodies, sign up to their newsletters, attend webinars, go to their conferences, join courses. You'll be able to hear big brands talk about how research informed their marketing strategies. You can learn data analytics from the very best. You'll find out best practice methods to get the more out of your research. And you'll find out what companies and tools are out there to best support you in getting the insights you're after. Look for the Market Research Society, Insights Association, Greenbook Blog and more.

Launched 'Curiosity Fridays,' dedicating the last workday to exploring new market trends via webinars and podcasts. This not only broadened our perspectives but led to innovative campaign strategies that outmaneuvered competitors. It's like our secret weapon for staying ahead! 🕵️♀️🚀 Initiated a 'Swap Workshop' program, pairing with pros from different industries for a day. This cross-pollination of ideas sparked breakthroughs we’d never considered, making our marketing approach as dynamic as the market itself. Who knew a tech team could learn so much from fashion marketing? 🔄💡

Connect with likeminded here on LinkedIn. Not just fellow product marketers, but people in your industry. Are you selling runner’s shoes? Connect with athletes, researchers, and sports apparel manufacturers. Do you manufacture and sell medical equipment? Connect with hospitals, doctors, industry experts etc. This put me on a continuous learning path.

Staying informed about industry trends is key to mastering market research in product marketing. Regularly reading publications like AdAge and Marketing Week, and attending industry conferences such as those hosted by the American Marketing Association, can provide valuable insights. Engaging in online communities and forums also offers real-time discussions on evolving market dynamics. Additionally, subscribing to industry newsletters keeps you updated with curated articles and case studies. These activities help you stay at the forefront of new methodologies, technological advancements, and shifts in consumer behavior, which are critical for effective market research.

Customer interviews! IMO, there is no better market research than talking with customers and prospects. The conversational format allows you to drill down and really understand decision factors. Doing this 1:1 helps eliminate bias that can creep into group conversations, such as customer advisory boards. Other research types pale in comparison. Surveys don't allow you to drill down. Secondary research reports (IDC, Gartner, Forrester) focus on the big picture and gloss over important customer decision factors.

Work closely with cross-functional teams. Get in touch with product development, sales, and marketing teams to integrate market research findings into strategic decision-making processes. Collaborate on projects, share insights, and leverage collective expertise.

Participating in and visiting local and international exhibitions that are related to the products you are marketing is important, and obtaining directories that contain lists of exhibitors and their data is also an important tool in updating information.