Business Situation
- The client focused on workplace collaboration solutions and needed to analyze competitors’ product strategies. The client sought expert assistance in two areas: identifying unique, differentiated features and exploring growth potential in target and underserved segments.
- The client wanted to understand the customer perception of its tools to inform product development and drive the future investment roadmap..
SGA Approach
- SGA implemented a customized, three-part research approach that blended qualitative and quantitative techniques. It included product benchmarking, primary surveys for voice of customer (VoC), and social media research.
- The scope of the research spanned major regions, such as the Americas, Europe, the Middle East, Africa, and the Asia-Pacific.
- Product benchmarking was conducted based on competitive product features, business models, pricing, USPs, geographic reach, and noteworthy milestones.
- The products were evaluated based on features, AI integration capabilities, customer feedback, and digital presence metrics such as ratings, downloads, and social media engagement.
- SGA leveraged desk research and 15 to 20 telephonic discussions with key opinion leaders (KOLs) to gather competitive strategic insights.
- Online surveys streamlined gathering user feedback on products like Microsoft Teams, Slack, and Zoom, using representative samples from various customer groups. These surveys were further enhanced by multiple in-depth customer interviews to gather detailed insights.
Key Takeways
- Enhanced Market Insights: The research highlighted specific feature gaps and the user sentiment for the client’s solution, enabling targeted enhancements that align with user expectations.
- Strategic Competitive Intelligence: The analysis provided insight into key competitors, their product launches, and other strategic aspects, supporting proactive planning and decision-making.
- Data-driven Product Development: The research empowered product teams to make decisions closely aligned with customer needs and market sentiment by identifying 140 critical attributes.
