Helping a UK startup optimize their offering for the US market.
Attest is a new entrant in the market research category, and has built up a strong survey business in its home market of the UK. It engaged Enigma Bureau to gain insights into the US market to inform its expansion overseas.
Over the course of 18 months we conducted multiple rounds of qualitative research with a range of potential customer types to understand how they used surveys and where challenges lay for them.
This gave Attest the ability to understand where the differences - and similarities - lay between UK and US customers. As a result, they could prioritize their feature development and adjust messaging to make it more relevant.
Services Provided:
User Research, Competitive Analysis, Product Strategy
Research
We started out open-ended to understand user needs, workflows, and purchasing criteria and processes. This allowed us to uncover pain points, and understand what users in different roles needed from their research toolkit.
Then, over several more rounds of interviews, we dug in further to the trends initially identified to really understand them in-depth, and further validate the findings.
We supplemented the interviews with getting user feedback on early concept prototypes, and with competitive analysis that looked at how other companies were, or were not, addressing the needs we heard about, and where Attest could develop a unique offering.
Needs analysis
New messaging based on our research
Results
Our findings on what US-based users valued and what kinds of research they needed to conduct led directly to Attest launching new capabilities and changing its messaging to highlight how it addressed user pain points.
Our research led directly to the launch of new capabilities and messaging:
Combining qual inputs with quant surveys
Use of videos as a way for participants to respond
A focus on ease of use for marketers who aren’t research experts
Self-serve functionality to get results turned around faster
Newly functionality based on our research
“I was impressed by how quickly Enigma Bureau were able to on-board and get to the crux of the users' needs and dissect insights through compelling storytelling. The process of working was highly collaborative with fantastic communication. This work will shape our strategic direction.”
Hannah Burkitt
Director of UX Research