Target Available Market Study

Why :

The internal data analytics tools team wanted to understand whether user acquisition had reached its saturation point or if there was room for further growth. This required evaluating the current user base versus the potential target market that could benefit from the product but had not yet adopted it. My goal was to uncover why some potential users had not yet engaged with the tool, identify barriers, and provide solutions to capture this untapped market segment.

How :

To address this, I conducted a random sample size survey across Google, collecting 88 responses over two days with a 12% response rate. With a 90% confidence level and a 9% margin of error, the survey revealed key insights:

• Among the 35% aware of the product but not using it, reasons included a lack of awareness of the product’s capabilities, difficulty using the tool, access issues, and simply not considering it necessary for their workflow.
• Among the 65% unaware of the product, I conducted further analysis to identify roles and organizations where the tool could be beneficial. This led to understanding the specific needs of these users and provided opportunities to raise awareness through targeted campaigns.

Impact:

As a result of these findings, improvements were made for both groups:

• For the 35% aware but not using the tool, we addressed their pain points by enhancing the product's visibility and usability. This included adding a certification tutorial, streamlining access to the data, and brainstorming ways to surface the product where needed. These changes resulted in a 20% increase in usage from this segment within the first quarter.
• For the 65% unaware, focus groups were organized to understand their requirements and develop strategies for integrating the product into their workflow. Insights from these sessions informed a targeted awareness campaign, leading to a 30% increase in engagement among previously unaware users within the next six months.

This research helped the team better position the product and expand its user base effectively.