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Do not index
Do not index
If you’re building for platforms, whether you’re a SaaS looking to integrate or a founder chasing your next idea, G2 is a treasure trove of insights. Every review is a snapshot of real-world pain points, use cases, and untapped opportunities. I’ve made G2 a cornerstone of my research process. Here’s how I systematically mine it for feedback and leads.
Select Which Reviews to Start With
I start by reviewing the 10-15 most recent reviews for the platform. This gives me a snapshot of user experiences:
- 1-2 star reviews: Highlight frustrations and dealbreakers.
- 3-4 star reviews: Reveal areas for improvement and potential opportunities.
- 5-star reviews: Show what users value most about the platform.
When I want more targeted research, I use G2’s search filters. If I’m serving a specific audience like non-profits, I search for reviews mentioning “non-profits” to learn what they appreciate or struggle with. If I want to focus on a feature, like workload management, I search for those keywords to go deeper into user feedback.
Organize Insights
I tag and categorize findings as I review:
- Use cases and jobs to be done: What users are trying to achieve.
- Friction points: Where users encounter obstacles.
- Personas and companies: Who these users are, including their roles and industries.
Some reviewers link their LinkedIn profiles, which makes it easy to identify people for follow-up or validation.
Identify Themes
I analyze the tagged insights for patterns. I look for recurring use cases, common pain points, and which personas are most affected. By the time I’ve reviewed 10-15 reviews, I usually see themes emerge or find unexpected use cases.
Generate Deeper Questions
Typically, G2 is just phase one of my research. After this exercise, I’ll have personas, use cases, jobs to be done, and friction points. From there, I can focus on the areas that stood out.
And that’s it! What do you think? I’d love to hear your thoughts—feel free to share them. For more insights like this, subscribe to my newsletter.
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