We love experts. They’re essential to product development, especially in tech. But it has to be the right kind of expert: both qualified and unbiased. A global technology giant had been using their internal network of experts to gain insights and perspective of their beta offerings prior to full market launch. Unfortunately, this was resulting in biased perspectives, and ultimately in poor customer retention and outreach post launch. This client needed fresh eyes on their beta products, reflecting a broader market perspective.
We quickly set to work finding the right kind of experts. In the first phase, we interviewed a broad set of IT professionals and decision makers worldwide to understand not just opinions but also customer behavior and to identify competing software beta programs for further study. In the second phase, we validated these findings of the first phase through secondary research and shortlisted and benchmarked competing software beta programs against the client’s offering so they could see where they were falling short.
Timing is everything when it comes to product development. Grail was able to quickly find the right kind of experts -- with fresh eyes and unbiased opinions -- and wrap up research in a few short weeks. With a validated outside perspective and insights on best practices, the client redesigned their beta program to incorporate more new users so that when they go to full market launch, the customer solution is validated across the entire market instead of just meeting the needs of their existing installed base.
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