Company developed a new SaaS product for a global market
Research Question
Would targeting B2C be a profitable strategy?
Approach
The study was designed around the psychological principle that the best predictor of future behaviour is past behaviour.
Conducted 1:1 interviews to understand why potential customers pay for some tools but use others for free. This allowed us to identify purchase-justifying features and map the customer decision journey.
A statistically reliable Qualtrics survey was used to measure the scale of the qualitative findings.
Project Context
Global company was launching their first SaaS product and weren’t sure if they should focus on B2C customers.
Impact
The survey found only 3% currently pay for these products, while 59% use free versions. Participants indicated they were not open to purchasing and were only willing if the price was very low. Overall results indicated that B2B customers would be financially stronger, which became our recommendation.
Following our recommendation, the company refocused its go-to-market strategy on B2B customers.
This study also caught the attention of UserTesting who invited the researcher to share their findings and methodologies in a webinar.
“This survey was very interesting and there should be more like this.”
“[This survey] was helpful for me to reflect on why I use different platforms.”
“This survey was thought-provoking about the three platforms.”
- User feedback on this project’s survey