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Market Research for Product Managers

Product managers needs research and intelligence services to manage the product cycle, from developing concepts, to keeping mature products on track, to optimising pricing and messaging. Product managers need to be alert to product positioning and competitive threats, but also to keep the products focused on customer needs.


Problem: What's the optimum set of products?

Solution: When the business has an infinite choice in determining what products it can sell, how does it fix on core products to simplify customer decision making and to cover all the bases? Research into customer needs and feature requirements including use-cases and value preferences allows the business to streamline the number of products it takes to market using methods like conjoint analysis. Modeling for sales and market coverage allows key features to be used to segment different buyer type.


Problem: What feature developments should be prioritised?

Solution: As technology develops the range of potential new features expands all the time and internal teams compete for resources to develop new features. Product managers, however, need to ensure that the features being developed are those that maximise value for the business and customers. What are the must-haves for customers, and what are of secondary importance? Understanding drivers, motivators and hygiene factors from a customer's viewpoint sets the standard for development.


Problem: What should we communicate about our products and services?

Solution: To understand what to communicate requires esablishing product positioning against competitors, to maximise the potential for success among customers. The communication has to resonate, but capture the factor that will win the order. Developing positioning and market messaging depending on understanding the customer view, and identifying points of competitive advantage that can be used to win the order.


What should you be measuring?

Our interactive product manager checklist is designed to focus on the information needs for successful product management.

  • General market monitoring (new product launches and trends, prices, competitors, )
  • Current products social media feedback
  • Key customer product roadmaps and concept development
  • Value proposition and feature prioritisation for development
  • Usability research
  • Prototype and product testing
  • Product naming and brand planning
  • Product positioning and messaging
  • Pricing research
  • Sales and revenue forecasting
  • Service and support services design
  • Launch planning and measurement
  • Range extent and extensions
  • User feedback & quality improvement research

Our interactive product manager research and intelligence checklist is designed for the product management team, to be able to check that the business has the right measures and research in place to support existing and new product developments.

For access to our interactive product manager checklist, contact us at

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