Finding out how people really use your product
Understanding exactly how your product helps your customers is not easy. It will be different for different people and may not be what you expect.
A global telecommunications firm wanted to understand how customers adopted and used technologies that support flexible and remote working. They knew what buyers said when they spoke to them and what people said in panel surveys. But they didn’t know what people’s real needs were and how their products were really used.
We built an online research community of 300 director-level members from a range of business functions across Europe. Through a series of guided activities, and organic conversations in the communities we explored how people used the technologies and how business cases for change were built internally.
Our client had specific questions that needed answering and the use of the online community allowed this as well as letting community members to bring insights into areas we wouldn’t have even thought about. We also solved a few problems some of the community members were having along the way – real benefits for everybody.