Helping an AI pioneer find its way to new customers.

Otter is a pioneer in using AI to transcribe video, audio, Zoom calls, etc. But AI is fast-moving, and Otter’s lead in transcription quality risked becoming commoditized. Competitors had launched transcription products with features targeted to specific industries and roles, while Otter had stayed with a generalized transcription solution.

Otter engaged Enigma Bureau to investigate potential industries where more vertically-integrated products could be developed.

Research

We worked with the Otter team to identify several promising areas, and then conducted in-depth 1:1 research with Otter customers in those industries.

This led to insights about what each industry or role needed around transcription-related capabilities, and where there were common needs that could be built out as a roadmap in the future. We also identified pain points with the current offering that reduces its usage or widespread uptake.

It became clear that targeting an offering at sales teams was the logical path.

Key findings informing the choice included the need to extract key insights and next steps from sales calls, and to have a way to provide coaching to distributed, autonomous sales teams. These findings led directly to capabilities of the OtterPilot for Sales product that launched toward the end of 2023.