Driving differentiation and engagement in a new-to-the-world marketplace.
Our client – a leading brand in the cryptocurrency space – was launching a much anticipated NFT platform to bring communities and marketplaces together. Crafting a compelling market position in a hyper-fluid, decentralized category is as daunting as it sounds… so they came to us for help! We set out to understand what really matters to NFT buyers (and creators!) and identify what messages would resonate best.
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.
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.
Understanding The Core Target
Help a leading car manufacturer establish itself as a future-forward brand by getting up close and personal with its core target. Where once the brand had centered itself on playing up its underdog status; its new goal was to redefine itself as a transformative leader of tomorrow, putting inspiration at its center.
After several years in market, a Dating App realized that India had fewer users on their app as compared to other parts of the world. And this was especially true of female users. The brand wanted to get a better sense of how dating is approached in India, learn about the traditions of the country and learn how the app could better fit.