How to Conduct Customer & Market Research

Customer & Market research is one of the most important topics in Product Management. Market research sits at the "Validation" phase of the Product Process. 

The goal of the Market Research phase is to "De-risk" the following risk: Customer value risk, Market growth, Market Size, and Competitor risk.

In this topic, we'll dive deep into each aspect of the Market Research process by showing you: 

  • How to conduct Customer Research by asking the right questions
  • How to conduct Market Dynamics research to assess growth opportunities in the market
  • How to conduct Market Sizing by using TAM, SAM, SOM properly
  • How to identify your competitors and categorise them into 3 types of competition: direct, substitute and alternative
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