Testing Positioning in a Wild New Market
The Approach
We connected with NFT buyers and creators of varying experience levels to dig into what they needed and expected from a platform. We teased apart their tensions and what was truly driving them and untangled the context around their wants/needs while determining levels of priority.
We also consulted with top tier creators to gather their forward-thinking on the role of community in a web3 space and how the brand could position its platform accordingly. With each user group, we mapped their perceptions of category players and explored how to best express what the new platform could bring to the market.
The Impact
By flipping key assumptions (which is what we do best!), we uncovered what really matters to target users. Most importantly, we discovered that certain benefits and features are of interest to platform users but wouldn’t be appreciated until other specific needs were addressed.
We helped the brand successfully craft their platform launch messaging, uncover product design blindspots, and inform ongoing product development.
Positioning Tech and Food
A food delivery service app wanted to understand what their new offering should stand for and why consumers should believe in it. It was critical not only for the team to understand what makes this new offering different from our client’s main business, but also what value it brings to consumers.
Read MorePositioning Global and Local POVs
This client asked us to help them explore and carve out value propositions for three new growth markets across Asia. By learning about the region’s local cultural nuances and social media landscape, we could help them cement their place in culture through future product innovations and marketing campaigns.
Read MoreA Workforce to be Reckoned With
Helping a leading platform understand Gen Z's professional mindset in order to attract, retain, and support Gen Z. However, Gen Z poses a challenge. They have a very different relationship with social media and have entered the workforce during a time of significant change.
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