A common misconception is getting deep customer and market understanding requires a huge budget. This keynote will show Pmms how to find valuable insights without expensive agencies or fancy tools. We'll explore practical ways to use data you already have and talk directly to your audience to build strong customer profiles and find their needs. This session will help you become an "insight detective," using information right at your fingertips. You'll learn how to analyze sales calls, support tickets, online reviews, and engage with online communities. Discover how to build a solid market understanding that shapes your product strategy, messaging, and go-to-market efforts—all while keeping costs low. Key learnings: - Identify and utilize readily available internal data sources (e.g., CRM, support tickets, sales calls) to build rich customer personas and pain point maps. - Implement cost-effective qualitative research methods, such as informal customer interviews and social listening, to gain deep empathy and actionable insights. - Transform raw data from existing channels into strategic intelligence that directly informs product development, messaging, and market positioning.