Great product marketing doesn’t just collect insights — it turns them into market advantage. This session breaks down how leading teams move beyond surface-level findings to uncover the deeper patterns that shape buyer behavior, competitive movement, and strategic opportunity. You’ll learn how to synthesize qualitative and quantitative research into clear direction, influence product decisions with evidence, and build narratives that resonate because they’re rooted in truth. Whether you’re validating positioning, entering a new market, or shaping a GTM, this session will show you how to translate research into differentiation that actually sticks. Key takeaways: - Uncover and synthesize market insights that reveal real opportunities. - Translate research into clear product and messaging direction. - Use evidence-driven storytelling to influence stakeholders and shape strategy. - Turn competitive and customer data into defensible differentiation.