Victoria Sakal ๐Ÿดโ€™s Post

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Growth Strategy & Product Marketing; GRIT Future List Nominee; #askbetterquestions

You're damned if you do, and damned if you don't. There are 2 fundamental truths about smart business decisions, bets, and strategies: ๐Ÿ‘‰ They require good insights and data (garbage in = garbage out) ๐Ÿ‘‰ The research required to get those insights / data is usually a real PITA to do (research tax) It used to be that doing research was slow, expensive, and/or extremely time-intensive. Sure, there are endless options between qual vs. quant, primary vs. secondary, internal vs. external, DIY vs. DFM (the list goes on) and new trade-offs to consider as AI-powered solutions come onto the scene: accuracy, quality, relevance, etc. But while the solutions are evolving, the age-old problem remains: ๐—›๐—ผ๐˜„ ๐˜๐—ต๐—ฒ ๐—ต๐—ฒ๐—ฐ๐—ธ ๐—ฑ๐—ผ ๐—œ ๐—ฐ๐—ต๐—ผ๐—ผ๐˜€๐—ฒ ๐˜๐—ต๐—ฒ ๐—ฏ๐—ฒ๐˜€๐˜ ๐—ฟ๐—ฒ๐˜€๐—ฒ๐—ฎ๐—ฟ๐—ฐ๐—ต ๐—ฎ๐—ฝ๐—ฝ๐—ฟ๐—ผ๐—ฎ๐—ฐ๐—ต / ๐˜€๐—ผ๐—น๐˜‚๐˜๐—ถ๐—ผ๐—ป ๐—ณ๐—ผ๐—ฟ ๐—บ๐˜† ๐—ป๐—ฒ๐—ฒ๐—ฑ๐˜€?!? Based on a decade of coaching clients, advisees, and peers on the thought process for years, hereโ€™s what you need to put some thought into: 1. What are we ๐˜๐—ฟ๐˜†๐—ถ๐—ป๐—ด ๐˜๐—ผ ๐—ฑ๐—ผ or accomplish?โ€จ๐˜›๐˜ฉ๐˜ช๐˜ฏ๐˜ฌ ๐˜ฃ๐˜ถ๐˜ด๐˜ช๐˜ฏ๐˜ฆ๐˜ด๐˜ด- ๐˜ฐ๐˜ณ ๐˜ต๐˜ฆ๐˜ข๐˜ฎ-๐˜ด๐˜ฑ๐˜ฆ๐˜ค๐˜ช๐˜ง๐˜ช๐˜ค ๐˜ฑ๐˜ณ๐˜ฐ๐˜ฃ๐˜ญ๐˜ฆ๐˜ฎ ๐˜บ๐˜ฐ๐˜ถ'๐˜ณ๐˜ฆ ๐˜ต๐˜ณ๐˜บ๐˜ช๐˜ฏ๐˜จ ๐˜ต๐˜ฐ ๐˜ด๐˜ฐ๐˜ญ๐˜ท๐˜ฆ.     2. Why / what specifically will that ๐—ถ๐—ป๐—ณ๐—ผ๐—ฟ๐—บ ๐—ผ๐—ฟ ๐—ฎ๐—น๐—น๐—ผ๐˜„ ๐˜‚๐˜€ ๐˜๐—ผ ๐—ฑ๐—ผ?โ€จ๐˜๐˜ฐ๐˜ธ ๐˜ธ๐˜ช๐˜ญ๐˜ญ ๐˜ธ๐˜ฆ ๐˜ถ๐˜ด๐˜ฆ ๐˜ต๐˜ฉ๐˜ช๐˜ด ๐˜ช๐˜ฏ๐˜ง๐˜ฐ?     3. What are our ๐—ธ๐—ป๐—ผ๐˜„๐—น๐—ฒ๐—ฑ๐—ด๐—ฒ ๐—ด๐—ฎ๐—ฝ๐˜€ to close or validate? ๐˜ˆ๐˜ฏ๐˜บ ๐˜ฆ๐˜น๐˜ช๐˜ด๐˜ต๐˜ช๐˜ฏ๐˜จ ๐˜ฉ๐˜บ๐˜ฑ๐˜ฐ๐˜ต๐˜ฉ๐˜ฆ๐˜ด๐˜ฆ๐˜ด? 4. What ๐˜๐˜†๐—ฝ๐—ฒ ๐—ผ๐—ณ ๐—ถ๐—ป๐—ณ๐—ผ๐—ฟ๐—บ๐—ฎ๐˜๐—ถ๐—ผ๐—ป / ๐—ฎ๐—ป๐˜€๐˜„๐—ฒ๐—ฟ๐˜€ will help us close those knowledge gaps?     5. Has ๐˜€๐—ผ๐—บ๐—ฒ๐—ผ๐—ป๐—ฒ ๐—ฎ๐—น๐—ฟ๐—ฒ๐—ฎ๐—ฑ๐˜† ๐—ฎ๐˜€๐—ธ๐—ฒ๐—ฑ or explored this?โ€จ        ๐˜›๐˜ฉ๐˜ช๐˜ฏ๐˜ฌ ๐˜ฉ๐˜ฆ๐˜ญ๐˜ฑ๐˜ง๐˜ถ๐˜ญ ๐˜ค๐˜ฐ๐˜ฏ๐˜ต๐˜ฆ๐˜น๐˜ต ๐˜ต๐˜ฉ๐˜ข๐˜ต ๐˜ค๐˜ข๐˜ฏ ๐˜ฑ๐˜ณ๐˜ฐ๐˜ท๐˜ช๐˜ฅ๐˜ฆ ๐˜ข ๐˜ด๐˜ต๐˜ณ๐˜ฐ๐˜ฏ๐˜จ๐˜ฆ๐˜ณ ๐˜ง๐˜ฐ๐˜ถ๐˜ฏ๐˜ฅ๐˜ข๐˜ต๐˜ช๐˜ฐ๐˜ฏ ๐˜ง๐˜ฐ๐˜ณ ๐˜บ๐˜ฐ๐˜ถ๐˜ณ ๐˜ณ๐˜ฆ๐˜ด๐˜ฆ๐˜ข๐˜ณ๐˜ค๐˜ฉ.        ๐˜ž๐˜ฉ๐˜ข๐˜ต ๐˜ฆ๐˜ญ๐˜ฆ๐˜ฎ๐˜ฆ๐˜ฏ๐˜ต๐˜ด *๐˜ฉ๐˜ข๐˜ท๐˜ฆ๐˜ฏ'๐˜ต* ๐˜ข๐˜ญ๐˜ณ๐˜ฆ๐˜ข๐˜ฅ๐˜บ ๐˜ฃ๐˜ฆ๐˜ฆ๐˜ฏ ๐˜ถ๐˜ฏ๐˜ค๐˜ฐ๐˜ท๐˜ฆ๐˜ณ๐˜ฆ๐˜ฅ ๐˜ฐ๐˜ณ ๐˜ถ๐˜ฏ๐˜ฑ๐˜ข๐˜ค๐˜ฌ๐˜ฆ๐˜ฅ? 6. ๐—ช๐—ต๐—ฒ๐—ฟ๐—ฒ do we find the info we still need?        ๐˜ž๐˜ฉ๐˜ข๐˜ต ๐˜ต๐˜บ๐˜ฑ๐˜ฆ ๐˜ฐ๐˜ง ๐˜ช๐˜ฏ๐˜ด๐˜ช๐˜จ๐˜ฉ๐˜ต ๐˜ฅ๐˜ฐ ๐˜ธ๐˜ฆ ๐˜ฏ๐˜ฆ๐˜ฆ๐˜ฅ?    ๐˜ž๐˜ฉ๐˜ฐ (๐˜ช๐˜ง ๐˜ข๐˜ฏ๐˜บ๐˜ฐ๐˜ฏ๐˜ฆ) ๐˜ฅ๐˜ฐ ๐˜ธ๐˜ฆ ๐˜ฏ๐˜ฆ๐˜ฆ๐˜ฅ ๐˜ต๐˜ฐ ๐˜ต๐˜ข๐˜ญ๐˜ฌ ๐˜ธ๐˜ช๐˜ต๐˜ฉ ๐˜ต๐˜ฐ ๐˜ค๐˜ญ๐˜ฐ๐˜ด๐˜ฆ ๐˜ต๐˜ฉ๐˜ฐ๐˜ด๐˜ฆ ๐˜จ๐˜ข๐˜ฑ๐˜ด?    ๐˜ž๐˜ฉ๐˜ข๐˜ต ๐˜ค๐˜ฐ๐˜ฏ๐˜ด๐˜ต๐˜ณ๐˜ข๐˜ช๐˜ฏ๐˜ต๐˜ด ๐˜ข๐˜ณ๐˜ฆ ๐˜ธ๐˜ฆ ๐˜ฐ๐˜ฑ๐˜ฆ๐˜ณ๐˜ข๐˜ต๐˜ช๐˜ฏ๐˜จ ๐˜ธ๐˜ช๐˜ต๐˜ฉ๐˜ช๐˜ฏ?โ€จ๐˜ž๐˜ฉ๐˜ข๐˜ต ๐˜ข๐˜ณ๐˜ฆ ๐˜ธ๐˜ฆ (๐˜ฏ๐˜ฐ๐˜ต) ๐˜ธ๐˜ช๐˜ญ๐˜ญ๐˜ช๐˜ฏ๐˜จ ๐˜ต๐˜ฐ ๐˜ด๐˜ข๐˜ค๐˜ณ๐˜ช๐˜ง๐˜ช๐˜ค๐˜ฆ?    ๐˜ž๐˜ฉ๐˜ข๐˜ต ๐˜ฐ๐˜ต๐˜ฉ๐˜ฆ๐˜ณ ๐˜ฅ๐˜บ๐˜ฏ๐˜ข๐˜ฎ๐˜ช๐˜ค๐˜ด ๐˜ฅ๐˜ฐ ๐˜ธ๐˜ฆ ๐˜ฏ๐˜ฆ๐˜ฆ๐˜ฅ ๐˜ต๐˜ฐ ๐˜ต๐˜ข๐˜ฌ๐˜ฆ ๐˜ช๐˜ฏ๐˜ต๐˜ฐ ๐˜ข๐˜ค๐˜ค๐˜ฐ๐˜ถ๐˜ฏ๐˜ต? 7. What ๐˜€๐—ฝ๐—ฒ๐—ฐ๐—ถ๐—ณ๐—ถ๐—ฐ ๐—พ๐˜‚๐—ฒ๐˜€๐˜๐—ถ๐—ผ๐—ป๐˜€ do we need to ask to get the info we need? Check out this decision tree to work through your options at each of these stages, and ensure your research: โœ… has a purpose / fulfills a real need, โœ… gives you the right level of fidelity and actionability, and โœ… closes the right knowledge gaps. Hereโ€™s to spending your energy on the decisions that matter (who to serve, where to play, how to win). ๐Ÿฅ‚ NOT on the best way to get information that will power those decisions. โ›” This is one you'll want to save - l!nk to download below. #innovation #research #askbetterquestions  

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Victoria Sakal ๐Ÿด

Growth Strategy & Product Marketing; GRIT Future List Nominee; #askbetterquestions

1mo

Primary, secondary, DIY, DFM, low-budget, low-time, all have their time and place. Optimize for the right things! Save this infographic: https://askwonder.info/researchdesigndecisiontree

Talya Heller G. ๐Ÿ’ก

โ€œLinkedin's best kept secretโ€ - someone in my DMs ๐Ÿคซ Competitive Intel & Positioning for sales-led B2B startups ๐ŸŽฏ 2x founding PMM, Ex PM and PMO โ™Ÿ๏ธ

1mo

And if I may add from the perspective of doing product marketing consulting in the last year or so, itโ€™s fascinating to see how big the gaps is between that and companies with existing skill/talent of doing it themselves

Ryan Sorley

VP Win-loss and Cofounder @ Klue | Supercharging Win-Loss & Compete Programs for Marketing, Competitive Intelligence, and Sales Pros

1mo

Love the thought that went into this post Victoria Sakal ๐Ÿด !!!

reminds me of my favorite quote.... "research is formalized curiosity" ... appreciate this waterfall of questions in search of the rainbow.

Love the decision tree approach Victoria Sakal ๐Ÿด!!!! In my HVAC marketing experience I've seen how important it is to make informed decisions. This framework is outstanding.....

Ainesh Ravi

Product @ Wonder | Automating complex research workflows

1mo

Such a natural flow of questions! ๐Ÿ’ก

Marc Jaro

IT Enthusiast โ–ช Connecting Businesses with Reputable Technology Companies and Solutions โ–ช Solution Architecture โ–ช Specialized Generalist โ–ช Expertly Crafting IT Solutions for Modern Business Challenges โ–ช Super Connector!

1mo

Thanks for sharing! This is great!

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Hannah Shamji

Customer Insights for B2B SaaS. I reveal the hidden reasons your customers buy so you can focus sales & marketing on what actually drives growth. Former Psychotherapist. Cornell & Brown Alum.

1mo

This is awesome. I love the emphasis on a strategy to select the right research methods. Too many teams have a default approach. Often itโ€™s the survey because surveys seem quickโ€”but I just trained a PM team who admitted they leaned heavily on interviews. The trouble with siding towards a particular research method is 1. you miss the chance to anchor the research in the business and 2. you do too much research which is overkill or 3. you do too little which makes for biased and unreliable data. Thereโ€™s another default you call out which is so important: the rush to do new research unnecessarily. Most companies are sitting on piles of customer data that isnโ€™t being used. The more you can leverage the insight you already have the more resources youโ€™ll save and then make sure any new research is justified and worth your while.

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George Mastorakis

Join TUPโ€”5 Mins/Week for Proven Growth from Leading Unicorns, Ad Analysis, & Psychology Tips!

1mo

Great insights! Victoria Sakal ๐Ÿด Thanks for sharing.

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