In this episode of Breaking Through in Cybersecurity Marketing, Gianna and Maria are joined by CEO and founder of InterQ Research, Joanna Jones. Joanna does a deep dive into the qualitative market research process, why focused market research can take product and services marketing to the next level, and how to leverage your product team to help drive company support buy-in. Lastly, Joanna gives a crash course on focus groups and what you need to get started.
03:13 The qualitative research process
05:19 Participant sourcing and engagement
08:00 Will there be food?! - Gianna has to know!
08:48 Remote focus groups
10:03 Qualitative Vs. Quantitative research
12:20 Company support buy-in
15:54 Is there an ideal time?
18:23 Focused driven research
21:15 Focus groups 101
25:21 Stay in touch with Joanna!
Read the blog wrap-up and get more resources from this episode here
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