Company was developing new SaaS products for a global market
Research Question
Would targeting B2C with this product be a viable sales strategy?
Approach
The study was designed around the psychological principle that past behaviour is the best predictor of future behaviour.
Conducted 1:1 interviews to gather detailed insights into what products potential customers currently pay for and why (or why not), with the primary goal of guiding the design of a comprehensive survey.
Given that the target customers often utilize multiple similar tools, I focused our interviews on individuals using both free and paid tools. This approach allowed me to identify key features that justify the purchase of one tool while using other tools for free.
A Qualtrics survey was distributed to 140 participants worldwide, providing a sizable dataset for the product team to make informed decisions.
Impact
The interviews yielded rich insights into what influences users' willingness to pay for certain tools, such as the availability of premade content. These insights were instrumental in designing a robust survey.
The survey revealed that out of 140 participants worldwide, only 3% pay for their tools, with 59% using free tools. The primary motivation to pay for tools was a low price, which conflicts with the goal of maximizing SaaS profits.
In response to this research, the company opted to shift its SaaS selling strategy and target B2B. This study also caught the attention of UserTesting.com who invited the researcher to share their findings and methodologies in a webinar.
“This survey was very interesting and there should be more like this.”
“[This survey] was helpful for me to reflect on why I use different platforms.”
“This survey was thought-provoking about the three platforms.”
- User feedback on the survey