Segmenting the eCommerce Market
SKILLS
Interviewing, writing JTBD statements, affinity diagramming, survey design, screening
CASE STUDY
Link
PROBLEM
Tailwind achieved profitability with bloggers. We wanted to grow a new customer segment identified through market research: ecommerce businesses.
RESEARCH
With members of the Product team as my partner researchers, we ran semi-structured remote interviews with small ecommerce business marketers. Using the marketing “jobs” identified in those interviews, we ran a large scale survey to segment the ecommerce market and identify which “jobs” are important but have unsatisfactory current solutions.
IMPACT
⚡️ New company strategy was created based on research findings
⚡️ The current company strategy is based on this JTBD research and a separate quantitative study where ecommerce marketers ranked the importance of different marketing channels.
Identified specific, profitable customer segments and their key problems — We identified 2 segments of ecommerce we were interested in acquiring -and- we know exactly which jobs are worthwhile to them.
Created research roadmap for future discovery — The ranked list of jobs helped me design a research road map for supporting small ecommerce business’s marketing.
Created screener templates for use across departments — Using the characteristics of the 2 segments identified, I created screeners to help the Product and Marketing teams focus on the appropriate target customers.