Building Customer-Focused Products: An Insider’s Guide to Market Research, is a series compiled by product owners with decades of experience in creating and launching successful subscription products. In this article, Diane Pierson, Subscription Insider Guide to Building Subscription Products, outlines how to quickly and efficiently track your competition.
Diane is a contributor to Subscription Insider focused on product development issues and our Five on Friday column.
Diane is a product management and marketing leader who drives revenue by helping her clients find new revenue streams, scale promising launches and jumpstart stalled products. She does this by engaging teams to prioritize projects based on market opportunity, plan to achieve a strong launch and work together to achieve results. She helps businesses eliminate wasted cycles while enabling market-driven action and providing a really good eye for opportunity.
During her career in product management and marketing, Diane delivered over $100 million in revenue to information services, SaaS and STM publishing companies including Dun & Bradstreet, LexisNexis, American Lawyer Media and Copyright Clearance Center. Her efforts were recognized with numerous CODiE and MarCom awards and more than one appearance in KM World's List of Trend-Setting Products. She globalized, rebranded, launched, expanded and sunset many complex product suites with teams of new and veteran employees. As a result, Diane identified common roadblocks to product success – and revenue - and crafted methods to address them.
Today, Diane is an authority in product innovation and scale. She is the Managing Principal of Wheels-Up Innovation, a contractor/consultancy enabling new product development that delivers powerful, scaleable growth. She speaks at and moderates industry events and consults in the publishing, legal, information and SaaS industries.
Diane has a BA in English from Kalamazoo College, Kalamazoo, MI and an MBA from DeSales University, Center Valley, PA. Diane and her husband, Tom, live in Austin, TX.
Starting your search for research and data to support your business plan, product research, customer segmentation or data for your next presentation to investors, employees or conference? Beyond any primary research you will be doing, you will need access to third party data for segmentation, validation and an understanding of your market. Subscription Insider's Definitive List of Secondary Market Research Sources lists literally hundreds of data sets for your research. Our definitive list includes business, consumer and government data. Use it for marketing, competitive research, market data and more. It includes easy-to-use data and not so easy-to-use data accessible via APIs.
Building Customer-Focused Products: An Insider’s Guide to Market Research, is a series compiled by product owners with decades of experience in creating and launching successful subscription products. In this part of the series, Diane Pierson walks through a primer on market segmentation.
Customer surveys are fast and cheap and are extremely effective for gathering market research, if you follow some easy tips. There is a dark side, however, it's also VERY easy to create a bad survey that delivers low-quality information with misguided direction and insight about your product or business.Diane Pierson walks through the dos and don'ts of creating an effective survey for your subscription business.
This first article in our series Building Customer-Focused Products: An Insider’s Guide to Market Research offers an overview of what market research is and why its so important to your business.
Subscription businesses: learn about mobile app deep linking, product development bug reporting and more in this week’s Five on Friday.
Subscription businesses: learn about paywall strategies, lessons from Pokémon Go, how to leverage Net Promoter Scores and more in this week’s Five on Friday.
Five on Friday this week explores growing digital subscriptions, a new take on fantasy sports leagues, new product development, effective survey construction and customer service trends.
Five on Friday this week explores who’s blocking ads and how to stop them, finding royalty-free images, thoughts on product development from Scholarly Kitchen and a reminder about our Subscription Accelerator Bootcamp coming up September 29.
Five-on-Friday this week explores the best app builders for subscription businesses, how to innovate inside large corporations, product innovation misconceptions, use of Snapchat Discover, and the continued rise of native advertising.