Decoding Target Segment to Inform Business & Product Strategy

In today's ever-expanding educational landscape, the quest for providing the best education for one's child is a common aspiration. However, for those with limited incomes, realizing this dream can be an arduous challenge. Edukitti aims to encourage and empower those with limited financial resources to save for their children's education through an app. To better understand user needs and make informed product decisions, they sought to uncover the current realities and practices of prospective users.

Approach

We initialized the study with a comprehensive literature review, exploring the ever-evolving dynamics of the Indian middle class and their perspectives on education. We also delved into a thorough analysis of competing products in the market to understand the current competitive landscape. Further, to gauge into the intricacies of the target audience's motivations, current behaviors, unmet needs, challenges, as well as their preferences and decision-making processes, we leveraged in-depth interviews.

Impact

Empowered by the profound insights into the saving and gifting behaviors, priorities, preferences, and decision-making criteria of their target users, the Edukitti team now possesses the capacity to craft a comprehensive set of strategies. These encompass elements such as pricing, revenue, product features and its positioning, and marketing. They have also meticulously created a blueprint guided by the needs and preferences of their target users, ultimately driving app adoption and propelling overall business revenue.

Client: Edukitti

Type Of Organization:

Start-up

Location:

Tier 1 & 2 cities of India

Duration:

8 weeks

Study Participants: 24

Research Tools

& Methods:

In-Depth Interviews

Concept Evaluation