#13 - Make Qualitative Research Your Competitive Marketing Advantage with Katelyn Bourgoin

Talking to customers is pretty powerful stuff. This week Erin & JH talked to Katelyn Bourgoin, 3x startup founder and growth geek, about how qualitative research can become your marketing team's competitive advantage. Learn more about the episode here https://bit.ly/2IHsbSu  Highlights[3:30] Go into qualitative research with a goal of learning[7:18] Stop running away from the angry bear[13:41] Doing a switch interview to learn about the buyer's journey[16:46] How to do churn interviews[20:03] Creating better marketing personas based on qualitative research[23:54] Don't do selfish marketing[27:57] Create a culture of consistent researchAbout our GuestKatelyn Bourgoin is a growth strategist, marketer, and 4x founder. She's founded 4 startups and has learned a lot about growing your business through customer feedback. Her specialty is helping growth-hungry teams figure out what triggers customers to buy so they can market smarter. Katelyn has been called an "influential entrepreneur" by Forbes and named as one of the "top 20 wonder women of SaaS marketing and growth."