Take, for example, moderated user interviews and usability studies. \u201cIt’s a skill set that I’ve had to try and hone,\u201d says Dean. With permission, desire, and training, Dean has upskilled in the methodologies, but she\u2019s conscious that not everyone in a product role has the time or opportunity to do so. \u201cSometimes it’s hard to find the time to recruit and talk to customers,\u201d she says.<\/p>\n\n\n\n
It\u2019s not just the lack of formal training preventing PMs from DIY-ing it. Access barriers and time also play a significant role.<\/p>\n\n\n\n
While formal research teams are generally equipped with tools like Lyssna, Rally, and Pendo, many research tools operate on a per-seat basis. As a result, access to \u201cseats\u201d is often tightly guarded\u2014and PMs are often left off the roster.<\/p>\n\n\n\n
These access barriers can make ad-hoc projects hard to streamline. In previous roles, Dean has seen this play out as a permission-seeking exercise that manifests in added up-time for even simple projects. \u201cThere’s a lot of overhead that comes with getting access to a system like that. It can be a heavy lift.\u201d<\/p>\n\n\n\n
Add to that the challenge of fitting research into an already-packed schedule, and the barriers to DIY research can feel unsurmountable. \u201cIt’s not an easy thing to slot into existing work and commitments,\u201d says Dean.<\/p>\n\n\n\n
Luckily, with support from firms like The Good, you don\u2019t need to be an expert in user testing to get quick insights. PMs with already-packed research roadmaps and busy schedules hire outside experts like us to cut the line and get results quicker.<\/p>\n\n\n\n
\u201cUsing part of our budget to gain customer insights has been invaluable for decision-making. The insights from user research have helped us unlock new opportunities and validate hypotheses,\u201d says Dean.<\/p>\n\n\n\n
The impact isn\u2019t just doing more with less, but doing it reliably faster, says Software Director of Product Marketing Gabrielle Nouhra, who leverages The Good for UX research, rapid testing, and on-site experimentation, and thinks of The Good as \u201can extension to the product team.\u201d<\/p>\n\n\n\n
\n\u201cThe speed at which we obtain actionable findings has been impressive. We are receiving rapid results within weeks and taking immediate action based on the findings, unlike past survey research that often took much longer to yield insights.\u201d<\/p>\n<\/blockquote>\n\n\n\n
The Multiplying Force of Long-term Partners<\/h2>\n\n\n\n
Operating somewhat behind the scenes, outside vendors can be a multiplying force that enables product managers, according to Dean. \u201cYour team’s work is additive to our roadmap and helps us meet the demands of our stakeholders looking for customer insights.\u201d<\/p>\n\n\n\n
If a good research partner amplifies their impact, why aren\u2019t more product teams leveraging research vendors?<\/p>\n\n\n\n
It all comes down to cost and time.<\/p>\n\n\n\n
Whether it\u2019s familiarizing them with your business model, metrics, or past insights, standing up a relationship with a new vendor is work<\/em>, and the process is imprecise. \u201cYou try to do the best download that you can, but things are always going to get missed or misinterpreted,\u201d says Dean.<\/p>\n\n\n\nThat investment cost is why Dean says that when comparing a long-term partner to one on retainer, \u201cthere\u2019s no comparison.\u201d<\/p>\n\n\n\n
\n\u201cWhen you work with somebody long term, they learn your products, the organization and your stakeholders. They understand the pain points that you’re dealing with, and then you just develop a shorthand.\u201d<\/p>\n<\/blockquote>\n\n\n\n
Retainer relationships mean time saved, which is why, in Dean\u2019s view, dollars spent with a long-term partner go a lot farther. \u201cUsing a partner to help with our research needs has been an efficient use of our resources,\u201d she says.<\/p>\n\n\n\n
That manifests in not just time saved but a less arduous process altogether. \u201cIt’s streamlining things. It makes everything easier. I can get a lot more done using you guys than even I can with my team.\u201d<\/p>\n\n\n\n
Assuring the Success of the Relationship<\/h2>\n\n\n\n
Once you\u2019ve found the right partner and begun building a backlog of research, the results are compounding. Partners with historical product knowledge can mitigate the pain of reorgs by retaining institutional knowledge.<\/p>\n\n\n\n
They can also act as a scaffolding to support new hires. Nouhra knows this firsthand. When she was onboarded to a new role, her first task was to review existing research. Having both a catalog of existing, high-quality research and a partner at The Good who could walk her through it has been an empowering resource that enabled her to dive in quickly. <\/p>\n\n\n\n
\u201cYou brought me up to speed on so much when I joined\u2014beyond test results and our catalog of research, you were able to share what product updates had been proposed, which were implemented, and what the tradeoffs were to get them live. This gave me a headstart with my product and cross-functional teams.\u201d<\/p>\n\n\n\n