Decoding User Segments To Create New Market Opportunities
Indeed, a global job search platform, sought to deeply understand India's diverse light-skilled job seekers, exploring their context, backgrounds, behaviors, and attitudes when searching for jobs. Through this research, they aimed to decode their target segments, create a shared understanding and conceptualize products to serve the potential markets in India.
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Approach
In our extensive qualitative research, we combined remote and in-person in-depth interviews (IDIs) to delve into the world of diverse light-skilled job seekers in India. We evaluated their tech-savviness, explored their backgrounds and job search methods, conducted prototype testing, and crafted journey maps and personas for a comprehensive understanding.
Impact
Conversations with numerous Light-Skilled Workers (LSWs), enabled us to decode their decision-making processes, identify their pain points, reveal the underserved and unaddressed needs in their job search journey. This deep dive led us to the discovery of the overarching concept of 'mera dost' as the pivotal influencer in the workers' decision-making, which then became the prism through which the client viewed its offerings. Our interactions with workers from different segments also provided evidence that the envisioned product may not align with the needs and aspirations of certain segments. This allowed our client to refocus their efforts and prioritize target audiences that would truly benefit from their offering.
Client: Indeed
Type Of Organization :
MNC
Location:
Tier 1 & 2 cities of India
Duration: 40 weeks
Study Participants: 51
Research Tools
& Methods:
In-Depth Interviews
Persona Creation
User Journey Maps
Prototype testing
Languages:
Hindi, English
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Understanding Users and Their Needs to Arrive at Business & Product Strategy
Indeed set out to obtain a holistic understanding employers’ mental models, hiring practices, decision-making processes, attitudes, behaviors, and challenges when utilizing their platform for hiring purposes. The overarching objective was to enable and facilitate seamless connections between employer and employee across the hiring journey while using their platform.
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Approach
Through extensive conversations with our target segment of employers, we delved deep into their ecosystems and probed the decision-making factors that unveiled the challenges and pain points within their hiring processes while utilizing the platform. We also conducted a comprehensive concept evaluation that allowed us to not only gather essential feedback but also served to uncover potential usability issues that would require further attention.
Impact
Equipped with invaluable insights into the mindset and motivations of employers, coupled with a profound understanding of their behaviors, the Indeed team strategically aligned their platform's offerings with the evolving needs of employers and job seekers, closing the loop between these two vital parties. This understanding provided the way forward to help them strategize their offering and transform their approach to drive effective engagement by making the hiring process more seamless and efficient, resulting in solidifying their position in the domain of hiring.
Client: Indeed
Type Of Organization :
MNC
Location:
Tier 1 & 2 cities of India
Study Participants: 12
Duration:
6 weeks
Research Tools
& Methods:
In-Depth Interviews
Prototype Evaluation
Languages:
Hindi, English
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Identification of Critical Gaps in Product Offerings to Recalibrate the Product & Business Strategy
In the dynamic landscape of India's recruitment market, where sourcing accounts for 70% of hiring, Indeed aspires to establish its domain presence in the sourcing arena. The mission is to solidify their position as a formidable contender in India's sourcing-led recruitment market. UCC was tasked with identifying critical product gaps and unearthing unmet recruiter needs, paving the way for strategic product enhancements and a robust market capture strategy.
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Approach
By leveraging in-depth interviews to gauge the sourcing space and conducting a comprehensive analysis of competitor products, we not only uncovered the intricacies of the recruiters' current sourcing practices, challenges, and unmet needs but also obtained firsthand insights. This journey was guided by their experiences, providing a deeper and comprehensive understanding of the sourcing landscape.
Impact
The insights gleaned from our study have fundamentally transformed Indeed's strategic outlook. With a comprehensive understanding of recruiter needs, sourcing practices, and competitive landscape, Indeed is now equipped to recalibrate its product strategy. By aligning product development with the identified gaps and unmet needs, Indeed is poised to not just compete but thrive in the Indian sourcing-led recruitment space. This strategic shift solidifies its foothold and sets the stage for substantial market share gains.
Client: Indeed
Type Of Organization :
MNC
Location:
Tier 1 & 2 cities of India
Study Participants: 15
Duration:
11 weeks
Research Tools
& Methods:
In-Depth Interviews Competitor Analysis
Languages:
Hindi, English
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