Data in product management: 5 Things you must know as a product manager

In today’s business environment, data has become a critical tool for decision-making and product management. Product managers rely on data to inform their decisions, from identifying market opportunities to developing product roadmaps. In this article, we’ll explore the role of data in product management and its impact on product development.

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One of the primary uses of data in product management is market research and analysis. In order to have a deep understanding of the market, the competition, and customer needs/wants to develop products that will differentiate their company from its competitors, product managers will gather data on market trends, customer behaviour, and competitive landscape through surveys, focus groups, and customer feedback. Data analysis tools can help product managers to make sense of this data and identify key insights.

  1. Customer feedback and insights: Customer feedback is another crucial source of data for product managers. By gathering customer feedback through surveys, user testing, and other channels, product managers can gain insights into the features and functionality that customers want and need. This information can be used to inform product development and prioritise features that will have the most significant impact on customer satisfaction and retention.
  2. Performance metrics and analytics: Data analytics tools can also provide product managers with real-time performance metrics, allowing them to monitor the success of their products and make data-driven decisions. This includes tracking key performance indicators (KPIs) such as user engagement, retention, and revenue. By analysing this data, product managers can identify areas for improvement and make adjustments to their product roadmap and strategy.
  3. Product development and testing: Data is also essential during the product development process. Product managers can leverage data to inform their decisions at each stage of the development process, from ideation to launch. This includes using data to validate product concepts, develop user personas, and create user stories. Data can also be used during user testing to gather feedback on product features and functionality, identify pain points, and make improvements.
  4. Competitive analysis: Data is critical for competitive analysis, allowing product managers to gather insights into their competitors’ products and strategies. By analysing data on their competitors’ pricing, features, and customer reviews, product managers can identify areas where their product can differentiate itself and gain a competitive advantage.
  5. Risk management: Data can also be used to identify and manage risks in product development. By analysing data on potential risks such as technical issues, regulatory compliance, or market volatility, product managers can take proactive steps to mitigate these risks and ensure the success of their product.

By leveraging data and analytics tools, product managers can make informed decisions at every stage of the product development process, from ideation to launch. This allows them to create innovative products that are well-suited to meet customer needs and drive business success. However, it’s important to remember that data should be used in conjunction with qualitative insights and customer feedback to arrive at a holistic understanding of the market and customer needs. By combining data and qualitative insights, product managers can make informed decisions to steer successful product launches and satisfied customers.

What are the 5 Ps of product management?The 5 Ps of product management are: product, price, promotion, place/placement and people

How should product managers use data?
Data plays a crucial role in product management. It enables product managers to conduct market research, understand user behaviour, measure performance metrics, experiment with A/B testing, analyse competitive landscapes, gather customer feedback, and drive iterative development. Leveraging data empowers informed decision-making for successful product outcomes.

What is 5 W’s rule in product management?
The 5 W’s rule in product management is a framework for asking key questions to gather essential information about a product or project. The 5 W’s stand for: Who, What, When, Where, Why.

Do product managers use SQL?
SQL proficiency can be beneficial for data-driven product management. It enables access, querying, and analysis of data, supporting informed decision-making and collaboration with data teams. Understanding SQL concepts empowers product managers to leverage data effectively for insights and communication

How do product managers analyse data?
Product managers analyse data by defining objectives, gathering and preparing data, choosing appropriate analysis methods, interpreting results, and making data-driven decisions. Effective communication of findings and ongoing monitoring enable iterative improvements and informed decision-making throughout the product lifecycle.


  • Market research: Data informs understanding of market and customer needs.
  • Customer feedback: Feedback guides product development and prioritisation.
  • Performance metrics: Real-time data drives decision-making.
  • Product development: Data guides decisions and improvements.
  • Competitive analysis: Data reveals differentiation opportunities.

Disclaimer: This content was authored by the content team of ET Spotlight team. The news and editorial staff of ET had no role in the creation of this article.

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