How Ro does strategy and market research
Max Kerwick heads up insights and customer strategy for Ro.
His mandate is massive, and his research stack is ... stacked.
At Ro, "strategic insights" includes:
๐ talking directly to their large customer base
๐ partnering with clinical research counterparts
๐ mining academic research
๐ tapping clinical research
๐ social listening
๐ tracking media coverage
๐ learning from secondary research (in Maxโs words: "๐ธ๐ฉ๐ข๐ต ๐ฉ๐ข๐ด ๐ด๐ฐ๐ฎ๐ฆ๐ฃ๐ฐ๐ฅ๐บ ๐ฆ๐ญ๐ด๐ฆ ๐ฅ๐ฐ๐ฏ๐ฆ ๐ฐ๐ณ ๐ข๐ญ๐ณ๐ฆ๐ข๐ฅ๐บ ๐ฑ๐ถ๐ฃ๐ญ๐ช๐ด๐ฉ๐ฆ๐ฅ ๐ฐ๐ฏ ๐ต๐ฉ๐ช๐ด ๐ต๐ฉ๐ข๐ต ๐ธ๐ฆ ๐ค๐ข๐ฏ ๐ด๐ต๐ข๐ฏ๐ฅ ๐ฐ๐ฏ ๐ต๐ฐ๐ฑ ๐ฐ๐ง?โ)
Across:
โ๏ธ big, foundational tent pole projects
AND
โ๏ธ smaller, ad hoc explorations
But a table stake for doing those foundational or ad hoc efforts?
Somehow staying smart on every aspect of the "revolution" happening in his category. ๐คฏ
"There is SO much we have to stay smart on to be able to do the big AND little things our jobs require." โ Max, during our conversation
That includes:
shifts in consumer needs
new headlines in the media
what people are talking about
competitor activity & offerings
what the latest academic research says
And as anyone whoโs ever tried to stay on top of one of those things (let alone all of them) can attest, the challenge is REAL.
In Max's words (listen to our full 4-min interview here)...
TL;DR?
"Staying smart" is vastly different than answering a question when asked, or executing a big planned research project about questions you routinely need answers to.
It requires proactivity, peeking around corners, asking better questions, finding powerful insights and signals before others, and embracing that for everything you do know, there's so much more you donโt (but probably should).
Search engines and LLMs are falling short for a number of reasons. But there IS a solution that strategists, innovators, and researchers at Fortune 500s, FAANG, and global consulting firms are already tapping.
So if setting up curated feeds, reading dozens of newsletters, scanning headlines in the news, and checking multiple social media sites IS working for you, can you share your tips and tricks?
And if theyโre NOT, can we show you what weโve built to make all of this ๐๐๐ exponentially easier, faster, and cheaper?
Forget "stay hungry, stay foolish."
Stay smart, stay curious!
Victoria