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How are you using market research in your marketing efforts this year?

Matt Johnston, CMO, uTest

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“UTest researches the software testing market extensively. For example, we recently completed a round of market research to inform our future positioning and branding. This included competitive analysis as well as a rich round of customer- and prospect-oriented research to discover hidden pain points and test-drive messaging alternatives. We're very much a startup, and we recognize that market research is an inexact science. That said, I believe strongly in informing strategic decisions with as much market-based data as possible ... this means surveys, focus groups and one-to-one interviews with our target audience.”
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