Even the best self-serve funnels can’t outperform weak insight. Behind every high-converting PLG motion is a clear understanding of who your users are, what they’re trying to accomplish, and where friction quietly kills momentum. This session breaks down the research foundations shared by the highest-performing PLG funnels — from the customer signals that shape activation paths, to the competitive intelligence that guides packaging, to the behavioral insights that reveal why users stall or disappear. You’ll learn: - The essential research inputs behind world-class PLG onboarding, activation, and expansion - How to gather high-value user insight without slowing the pace of product or growth - The types of qualitative and behavioral data that most reliably predict funnel lift - A repeatable, lightweight model for keeping your PLG motion aligned to real user needs Attendees will walk away with a clearer picture of what “good” actually looks like — and the research toolkit to start building it.