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.

Key takeaways:

00.34 Bio

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

Stay in touch with Joanna Jones on Twitter and LinkedIn, and at InterQ

Connect with Gianna on LinkedIn

Connect with Maria on LinkedIn

Follow the Cybersecurity Marketing Society on Twitter or learn more at the Cybersecurity Marketing Society website

Check out Hacker Valley Media and Breaking Through in Cybersecurity Marketing Podcast

How To Kickoff Research Programs with Joanna Jones