Projects in which I worked designing a strategy to position products in a competitive market.
Service Design + User Research
Overview
Description
Entering a market in which competitors are offering good products and services can be difficult for a brand that wants to position a new product or service with marginal benefits. The key to solving this challenge lies in obtaining a broad knowledge of the customers to understand their preferences and reasons behind each decision.
The most important part of these projects was the research process. If an interview was not conducted correctly, there would be a lack of information that would interfere with our full understanding of the decision process. It was necessary to have the key information to connect the dots and find out the drivers behind the choice of a product or service.
The main goal was to properly analyze the information and create a marketing strategy that shows the value the product or service delivers and persuades the customer to choose the product or service.
Role
Innovation Consultant + Researcher
Project 1:
Pharmaceutical Industry
Fieldwork: 18 interviews conducted - 5 cities
Project 2:
Pharmaceutical Industry
Fieldwork: 18 interviews conducted - 3 cities
Process
1. Ask the right questions
One of the biggest learnings of conducting research was to ask good questions. When it comes to understanding people's behavior, as a researcher, you have to dig deeper. The reasons behind each decision are not noticeable, that is why asking the right questions will help the interviewer to obtain adequate information to make a good analysis and capture great insights.
2. Understand the decision process
During the interview, it is useful to map the reasoning that people do before choosing a product or service. It helps people to consider all of the possibilities that may arise, and the interviewer can dig in each answer provided. The maps become a tool during the analysis process because the researcher can compare it with others and highlight important findings.
3. Make a deep analysis
These particular researches required a lot of effort in the analysis phase because the answer was not clear when the fieldwork finished. It was a process of finding patterns, studying the customer's behavior, analyzing their personality understanding what moves them, and establishing the priorities when making a choice. At the end of the analysis, we found that personality influences the reasoning behind each decision.
4. Find Archetypes
If personality was a turning point in the decision-making process, it was important to identify archetypes that best group each set of qualities. The archetypes group people that have common behaviors and allow us to understand why do they behave that way and what moves them. Archetypes allowed us to understand that the sales strategy must be directed for each of them, that is why we found a marketing concept for each that was considered when designing the strategy.
Results
A Sales Strategy built by each marketing concept obtained from Archetypes that achieve great product and service positioning.