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By Gina Derickson Blog Product Management Product Marketing Product Research

GETTING REAL INSIGHT FROM BIG DATA

We live in an era of big data. But does access to big data actually translate into better insights? Not unless you have an effective method to distill it down and translate it into a story that’s both digestible and meaningful.

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Great Insights and Customer Empathy
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By Gina Derickson Blog Product Management Product Marketing Product Research

The Infinite Loop: How Great Insights and Customer Empathy Drive Each Other

There’s an amazing synergy between great customer insights and customer empathy and tapping into that synergy is a critical part of my job as a qualitative researcher. Here, I take a deeper look into customer empathy and its value to building strong customer relationships.

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insight validation
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By Gina Derickson Blog Managing clients Product Management Product Marketing Product Research

Five Ways Insights Can Help Product Teams Fine-Tune Their Focus

Voice of the Customer (VoC) insights can help a team fine-tune its focus and ensure that product marketing and product development are aligned behind an accurate picture of the customer. Here are some of the ways…

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story behind the data
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By Gina Derickson Blog Managing clients Product Management Product Research

3 Tips for Uncovering the Story Behind the Data

If a picture is worth a thousand words, then a story is likely worth a thousand pictures. In market research, where you may have hundreds or thousands of data points, data storytelling is an essential skill to effectively communicate and influence your audience in a clear, concise, compelling, manner.

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breaking bad news to good clients
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By Gina Derickson Blog Managing clients Product Management Product Research

How to Deliver Bad News to Good Clients

Delivering bad news can be essential to addressing the challenges a client is facing and identifying real areas of opportunity and improvement. Here are some tips to being the bearer of bad news that I’ve developed and refined in my 20+ years of marketing research consulting work…

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