Company was developing new SaaS products for a global market
Research Question
Would targeting B2C with this product be a viable sales strategy?
Approach
The study was designed around the psychological principle that the best predictor of future behaviour is past behaviour.
Given that target customers often use multiple competitor products, I focused interviews on individuals using both free and paid tools. This approach helped me identify which features justify a purchase and map the customer’s decision-making journey.
Conducted 1:1 interviews to gather detailed insights into what products potential customers currently pay for and why (or why not), with the primary goal of informing a comprehensive survey.
A Qualtrics survey was distributed to 140 participants worldwide, providing a statistically reliable dataset for the product team to make informed decisions.
Findings
The interviews yielded rich insights into what influences users' willingness to pay for certain tools, such as the availability of premade content. These insights were instrumental in designing a robust survey.
The survey revealed that out of 140 participants worldwide, only 3% currently pay for similar products, with 59% using free tools. Participants were willing to pay if the price was low enough, which conflicts with the goal of maximizing SaaS profits.
Based on the findings, I recommended the company shift to B2B.
Impact
In response to this research, the company shifted its SaaS selling strategy to target B2B customers.
“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