Sep 23, 2026 · 56 min · 12 segments
Most of us know market research matters, but how many of us actually make time for it? In this one, Johann Wrede, CMO at UserTesting, joined us to talk about market research across the funnel.We got…
Johann WredeGuestJoe GloverHostSo in the second section, we're going to place you in a mentorship seat for a marketer, an unknown marketer.
But the first one, I think, is we will both come to this conversation with a recognition of the importance of market research.
All of the schooling, all of the things which I will speak about when I speak about marketing, it always starts with market research.
However, I have a confession, and I'm sure it's a confession that is shared by a lot of marketers, which is I'm as guilty as anyone as coming up with an idea, And then shipping it without actually having spoken to anyone about it, without testing it with my customers, running it by anyone, because I get excited by the idea.
And I want to work really, really fast, you know, and that could be a couple of reasons.
The first is experience bias, right? Most marketing teams are led by senior marketers who've done this before and they've been in their industry for some time and they know their audience and they have a bias towards their own experience and experience.
And so it's sort of the good is the enemy of great thing where, Hey, I know what I'm doing.
And I also think the other part of it is that when we think about how we apply our resources, um, That's sort of like the unsexy, unrewarding work versus spending more money on better production values on the creative or preserving more money to invest in paid in order to get whatever you're building in front of a broader audience.
And you say, well, the idea, if we go back to this whole good enough, right? If the idea is good enough and I get it in front of enough people, the numbers are going to work out.
And so I think it's this, confluence of those two factors that keep people from investing that time in the decidedly unsexy work of digging in and doing the research to really understand who you're talking to.
I'm curious if that person was sat in front of you right now and they expressed the things which you have just expressed what how would you even start coaching them past that conversation because there's probably not a disagreeableness to this idea but yet they're still not doing it and if they were in that situation they express those things what are you saying to them to sort of go it might be unsexy but
In marketing, we have a tendency to want to go fast, so we go fast at the outset.
So in the second section, we're going to place you in a mentorship seat for a marketer, an unknown marketer.
But the first one, I think, is we will both come to this conversation with a recognition of the importance of market research.
All of the schooling, all of the things which I will speak about when I speak about marketing, it always starts with market research.
However, I have a confession, and I'm sure it's a confession that is shared by a lot of marketers, which is I'm as guilty as anyone as coming up with an idea, And then shipping it without actually having spoken to anyone about it, without testing it with my customers, running it by anyone, because I get excited by the idea.
And I want to work really, really fast, you know, and that could be a couple of reasons.
The first is experience bias, right? Most marketing teams are led by senior marketers who've done this before and they've been in their industry for some time and they know their audience and they have a bias towards their own experience and experience.
And so it's sort of the good is the enemy of great thing where, Hey, I know what I'm doing.
And I also think the other part of it is that when we think about how we apply our resources, um, That's sort of like the unsexy, unrewarding work versus spending more money on better production values on the creative or preserving more money to invest in paid in order to get whatever you're building in front of a broader audience.
And you say, well, the idea, if we go back to this whole good enough, right? If the idea is good enough and I get it in front of enough people, the numbers are going to work out.
And so I think it's this, confluence of those two factors that keep people from investing that time in the decidedly unsexy work of digging in and doing the research to really understand who you're talking to.
I'm curious if that person was sat in front of you right now and they expressed the things which you have just expressed what how would you even start coaching them past that conversation because there's probably not a disagreeableness to this idea but yet they're still not doing it and if they were in that situation they express those things what are you saying to them to sort of go it might be unsexy but
In marketing, we have a tendency to want to go fast, so we go fast at the outset.
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