Reference table
The product marketing research stack, by workflow
A table matching each product marketing research workflow to what it needs: async interviews and theme clustering for ICP work, ranking and scale surveys plus interviews for positioning, concept and pricing methods for launches, and continuous win/loss interviews for sales enablement. Use it to see the gaps in your current stack. Koji covers the interview, survey and analysis parts on one platform.
Where this appears
What's in this reference table
| Workflow | What you need |
|---|---|
| ICP research | Async interview platform and thematic clustering |
| Positioning | Structured surveys (ranking, scale) and qualitative interviews |
| Launch validation | Concept testing, a pricing method and post-launch interviews |
| Pricing | Van Westendorp, Gabor-Granger or conjoint, plus qualitative depth |
| Sales enablement | Continuous win/loss interviews, AI clustering and battlecard delivery analytics |
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Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
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<a href="https://www.koji.so/visuals/product-marketing-research-stack-by-workflow"><img src="https://www.koji.so/visuals/product-marketing-research-stack-by-workflow/product-marketing-research-stack-by-workflow.png" alt="Table of the research a product marketer needs for each workflow: ICP, positioning, launch validation, pricing and sales enablement." width="1200" height="773" /></a>
<p>Source: <a href="https://www.koji.so/visuals/product-marketing-research-stack-by-workflow">The product marketing research stack, by workflow</a>, Koji</p>
