How to convince your skeptical board by using research

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 into why curiosity might be the one trait every good marketer needs, why going slow can actually help you move faster, and the surprisingly small number of people you need to talk to before you properly understand your audience. Johann also shared why a customer's face on camera can shift a boardroom decision faster than any spreadsheet ever will.Johann Wrede: https://www.linkedin.com/in/johannwredeUserTesting: https://www.usertesting.com/______Timestamps:00:00 - Introduction05:02 - Quickfire round09:54 - His dream mentor14:10 - Market research deep dive22:38 - Why teams skip research36:44 - Testing before committing44:04 - Winning over skeptical boards53:52 - Advice for Emma_______If you enjoyed this, please like and subscribe - it genuinely helps us reach more marketers like you.Join 35,000+ marketers getting our weekly newsletter (it's free): https://themarketingmeetup.comListen on Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-meetup-podcast/id1365546447Listen on Spotify: https://open.spotify.com/show/5QvmFdxg5pMwsfPkKjhXl9_______This episode of Your CMO Mentor is brought to you by Weglot.Weglot: Translate your site in minutes and reach a wider audience with Weglot - multilingual content, managed effortlessly, no code needed.