Best Practice Report

Deciphering Results From Customer Research For Product Discovery

January 1st, 2018
Jeff Lash, VP, Sr Research Director
Jeff Lash VP, Sr Research Director

Summary

Product managers and product marketers performing customer and buyer research often struggle to identify useful findings amid all the data they uncover, particularly when developing new products or enhancing existing offerings. Research activities like buyer interviews, product feedback surveys, sales feedback, and customer service records often produce disparate data that must be considered in the context of the source. This report outlines a five-step process to consolidate, analyze, and identify insights from customer research for product discovery.

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