Dive into user realities, unveiling gaps in target segment understanding, leading to strategic redirection

In the rapidly evolving landscape of social media marketing, digital marketers and social media managers face a multitude of tasks to remain competitive. Our client hypothesised that the market lacks a comprehensive social media management tool that streamlines planning, creation, uploading, and analysis, while also supporting collaboration. They approached us to validate this hypothesis, understand user needs, and identify essential features, aiming to develop a one-stop solution to address this perceived gap.

Approach

Leveraging in-depth interviews, UCC engaged with users from three distinct categories directly involved in digital and social media marketing. Through one-on-one conversations, we acquired insights into their current processes, behaviours, and challenges. Further, we tested the concept of the tool the client sought to validate, gathering comprehensive feedback from the users.

Impact

Our detailed discussions with users, which involved mapping their current roles, needs, and processes, revealed a significant mismatch between the client's perceived and actual users of the product. These insights enabled the client to reevaluate and accurately segment their user base. Furthermore, the workflow discussions facilitated a reassessment of feature prioritization based on genuine user needs. Additionally, the in-depth conversations provided valuable insights into desired product pricing and payment models, guiding the client's strategic direction.

Client: Jitposts

Type Of Organization:

Start-up

Location:

Tier 1, 2 & 3 cities

Study Participants: 7

Duration:

5 weeks

Research Tools &

Methods:

In-Depth Interviews

Competitor Analysis