We supported a London-based digital start-up that had developed a blogging and content sharing website using revolutionary technology. The challenge for our client was to identify and categorise which types of individuals could become their early adopters to help them go viral.
The co-founders of this well-funded venture were passionately investing all of their time and resources in developing the technological features of their product. They sought our assistance to help them better understand different user segments in order to identify which groups of users could make up their target audience. They also required insights that would help them to envision the direction which their product design should thereby take, in order to meet the demands of their target market.
Our team divided UK residents into homogenous subgroups based upon defined criterion such as demographics, habits or online behaviour and carefully segmented all Internet users. Following our initial research, we specified and analysed nineteen user segments that were likely to be targeted by our client in the short term. By processing large sets of data that were collected over the course of six weeks, our consultants meticulously compiled a comprehensive dossier which presented the outcomes of their quantitative analysis in an accessible format. Our final report revealed the user segments with a significant number of individuals who could become loyal and active users of our client’s web platform.
To complement the presentation of our customer segmentation, we also conducted competitive analysis on the existing user-base of numerous popular blogging and content-sharing platforms, social network aggregators and the online platforms. Our team additionally presented findings on bloggers and their demographics taken from both a global and domestic perspective.
Our research enabled the client to better understand the demographics most likely to create, curate and share content actively, and thereby use their new online publishing platform. Upon the successful completion of the project, the co-founders reported back to us that they were impressed with the results and that they would undoubtedly employ our services again.
“We worked with First Step Consulting to discover the customer segments we should target and identify the most important product applications for a new Internet publishing platform. I can say that the results far exceeded our expectations. Our overall impression is that they are a highly capable and professional organisation who deliver excellent results."
— Chief Technology Officer, UK Digital Start-up