In this episode of Launch With Confidence, Chris Rader sits down with Randy Ford, Director of Product Management at Fidium Fiber. Randy has spent more than 20 years leading product teams across networking, cloud, and security, but what sets him apart is his conviction that the best ideas come from observing customers in their own environments.

From stadiums packed with thousands of devices to small supermarkets with hidden connectivity issues, Randy shares how in-the-wild insights can transform product development, customer trust, and even company strategy.

If you’ve ever wondered how to bridge the gap between product roadmaps and customer reality, this conversation will change the way you think about field research and customer engagement.

What You’ll Learn in This Episode:

• Why stepping outside of the office uncovers problems no survey ever will
• How to turn onsite observations into product improvements
• Ways to build personas that reflect real environments, not just demographics
• Advice for teams navigating travel restrictions and budgets

00:00 – Introduction to Randy Ford

01:01 – Randy’s role and product management scope

01:41 – Why getting out of the office matters

02:11 – Observations you only see onsite

04:14 – Problem-solving with real-world signals

05:03 – Stories from Western Digital and stadium Wi-Fi challenges

07:16 – Turning field context into product planning

08:19 – Lessons from supermarkets and everyday environments

10:05 – How observations improve customer experience

12:25 – Personas and environmental factors

15:32 – Building vertical profiles for customer segments

15:50 – Advice on connecting with customers in the wild

17:10 – Regional and environmental differences in customer needs

18:43 – Becoming a trusted partner by sharing insights

19:15 – Budgets, travel bans, and scrappy ways to stay close to customers

20:43 – Rapid-fire questions (coffee vs. tea, product mistakes, teams vs. Slack, favorite snacks, dream product

In this episode of Launch With Confidence, Chris Rader sits down with product marketing leader and content creator Natalie Mackay to talk about pre-launch social proof, gathering deep customer insights, and unlocking the hidden go-to-market power of beta programs. Natalie shares actionable ways product marketers can partner with product managers to create messaging that resonates, drive conversions, and build authentic social proof before launch day. We also explore why so many teams overlook beta as a strategic GTM tool, and we wrap up with a fun rapid fire Q&A.

In this episode, Chris Rader welcomes Chip Duval, an experienced Senior Program Manager with expertise at companies like Sonos and Peloton. Chip dives into practical strategies for beta and alpha testing, sharing methods to identify and retain quality testers, collect actionable feedback, and integrate insights for product improvement. He emphasizes the importance of managing both quantitative and qualitative feedback and balancing tester enthusiasm with structured, goal-oriented program design. Chip also discusses the role of tester engagement and the value of a diverse beta pool. With actionable advice on optimizing feedback loops and establishing clear success metrics, this episode offers listeners a roadmap for building impactful testing programs that contribute to long-term product success. ▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬ (0:00) Intro (1:27) Defining what makes a good beta tester: criteria and metrics (2:18) Key tester evaluation metrics: product usage, bug reports, engagement, and survey responses (5:05) Importance of community engagement and tester collaboration (7:17) Balancing diverse tester personalities to get unbiased insights (10:02) Structuring beta tests with intentional tester selection (13:13) Cost-effectiveness and impact of early bug discovery (15:02) Managing large tester pools for actionable, scalable feedback (21:07) Integrating cross-functional insights for effective launches (32:28) Rapid Fire Questions: Quick insights on beta testing best practices ▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬ ⭐️ Ready to beta test your product with Centercode? Sign up for free now and run a beta test today → https://bit.ly/centercode-home