Rolling Research
Refining Audience, Design & Marketing
A rolling research program
Our client, an early stage start up, approached us to help refine and validate the target audience, design, functionality, and positioning of their app.
Our rolling research program helped them iteratively address their core research questions and challenges.
Amplinate conducted a rolling research program that spanned 6 months. Our research involved weekly sprints to iteratively gather insights and guide design decisions.
At first, we focused on understanding how potential users approach the primary Jobs To Be Done, where their existing tools fall short, and how their app could deliver differentiated value…
and then later testing usability of prototypes and narrowing focus to understand a few primary audiences whose needs that align with the app’s value proposition.
Findings proved indispensable for app strategy and design and engineering enhancements.
Research Goal & Questions
As rolling research is iterative in nature, goals and methods evolved over time. However, our focus was on understanding customer behaviors and current tools, evaluating the app experience, validating value propositions and features, and developing compelling product and marketing strategies.
Example research questions:
What is the app discovery, evaluation, and adoption process like of target audiences?
What specific factors affect their decision to pay for an app?
How well does the marketing messaging resonate with potential users?
Which value propositions feel unique and could serve as a competitive differentiator?
Our Approach
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N=48 participants from the USA
Must engage in activities related to the app’s purpose
Mix of genders, locations, race/ethnicities, and ages 18-65
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Weekly 1:1 interviews with 3-12 participants depending on research priorities
Quick turnaround analysis and report out of topline findings to enable design iteration for the following week
Close collaboration with the C-suite, marketing and design teams to socialized findings and align on app vision going forward
Produced a final report culminating all findings and recommending strategies for remaining design changes and app launch
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5 months, broken out into weekly sprints
Impact
Developed personas of high-priority target audiences who demonstrate need for the app and provided tailored strategies for app experience, marketing, and monetization.
Identified key usability issues that would derail adoption of new customers.
Revealed key app use cases and value propositions to focus on for development and marketing.