Framework
Five customer research jobs for product marketers
The five research workflows a product marketing manager runs: ICP and segmentation, positioning and messaging, launch validation, pricing, and sales enablement through win/loss. Each card says what the job is for and the research that feeds it. Use it to audit which of your PMM jobs run on customer evidence and which run on guesswork. Koji runs the interviews behind all five, from ICP to win/loss.
Where this appears
What's in this framework
- ICP and segmentation: Keep the ideal customer profile sharp with interviews across won, lost and churned accounts. Refresh it every quarter.
- Positioning and messaging: Find the framing that makes prospects say this is for me. Test the category first, then value prop, audience and copy.
- Launch validation: Test the concept and message before launch, then interview early buyers and lost deals after it.
- Pricing: Find the acceptable range and the best price with Van Westendorp, Gabor-Granger, conjoint or MaxDiff, plus the reasons.
- Sales enablement: Run win/loss interviews every month and update battlecards from the patterns, not the loudest deal.
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<a href="https://www.koji.so/visuals/five-customer-research-jobs-for-product-marketers"><img src="https://www.koji.so/visuals/five-customer-research-jobs-for-product-marketers/five-customer-research-jobs-for-product-marketers.png" alt="Framework of five product marketing research jobs: ICP and segmentation, positioning and messaging, launch validation, pricing, and sales enablement." width="1080" height="1080" /></a>
<p>Source: <a href="https://www.koji.so/visuals/five-customer-research-jobs-for-product-marketers">Five customer research jobs for product marketers</a>, Koji</p>
