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Challenge
Our client, synonymous with some of the best tech software products in the world, has long adopted a strategy of localisation in its international marketing efforts, taking into account cultural nuances in order to best position and communicate their value propositions.
For this project, they wanted to know how best to advertise their core product offerings to audiences in France, Germany and the UK.
In order to do this, they needed to know how people – specifically small business owners – were using their products. More specifically, what were these individuals able to achieve because of these products and what were the emotional benefits they gained?
We interrogated multiple online conversations, combining this data with desk research and expert interviews, to provide a comprehensive understanding of consumer trends and preferences.
Approach
Laddering up
To understand the best levers to pull across their key products, we needed to know what people were saying about them. Fortunately, people had been very vocal online about their experiences using the company’s software. This provided us with a readily available and valuable source of insights that we could tap into across all three markets.
As such, we were able to quickly dive in and extract thousands of reviews, social and blog posts for each product as well as a list of key competitors. Once we had cleaned and organised the data, we ran it through a bespoke topic modelling using strat7.ai to help us uncover organic themes for each product.
These were often related to their specific use cases but we also found a number of emotional benefits. For example, we could see a lot of mentions around the functional uses for one of its products. However, in the same topic, we also saw many mentions of the word ‘time’. Upon further inspection, we could see all the ways in which the tool saved small business owners valuable time, giving them more space to solve complex problems in the business.
Impact
Cutting through the category. Sharper product positioning through consumer language
We were also able to add some supervised analysis for each product as we had a list of all the key use cases. We could then size these according to sentiment and benchmark against competitors, allowing us to see exactly where our client was performing well and where it wasn’t in relation to the category.
Finally, what was particularly powerful about this project was uncovering the consumer language. This really helped us frame our strategic recommendations with the consumer in mind and provide tactful clues on how they should sound.
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