This article was taken from a presentation for the Product Marketing Summit, Austin 2022 by Daniella Latham, Senior Product Marketing Manager at Canva. Catch up on all presentations with our OnDemand feature.

User research can be a product marketer’s best friend, but with data flying at you from all directions, it’s easy to get overwhelmed. I’m going to help you to make sense of this chaos so you can leverage your research findings to create an awesome experience for your users.

Here’s a little breakdown of our agenda:

  • Research: whose job is it anyway?
  • Finding the bigger picture.
  • Framing problems the right way.
  • Building a culture of research.
  • Best practices for research.

But before we get into that, let me tell you a bit myself.

My journey to product marketing and SaaS

Like many PMMs, I fell into product marketing almost by chance. After graduating into a recession with an English degree, I taught English abroad for a while, and went on to do some very odd jobs. I worked at Buckingham Palace; I made a cheese database for a company dealing in fresh products – that was one of my all-time favorite moments. Later, I went into nonprofits, and eventually ended up in SaaS.