How do you do research with potential clients on a net new feature?

We already have our core clients, but are launching a new feature and are looking for unbiased feedback from people net new to our platform/service/offering.

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3 Answers

Market Research

Agustina Sacerdote

Gusto Head of Product Marketing, Core Portfolio + Platform • 6y

I'd make sure I have crisp answers to the following -

1/ Re-visit the "why" behind the new feature. Why did you develop it? What is it supposed to solve?

2/ Who has this need, more than any other segments?

3/ Who are these people (from #2) already turning to to solve this need?

4/ How well does our feature meet the needs of this new audience relative to the tools / companies identified in #3? What are these specific gaps?

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Scott Swigart

Shapiro+Raj SVP, Technology Group • 2y

You can conduct a "first 30 days" study with new users as follows: First, identify potential audiences who can provide feedback on your new feature. These are: People who are entirely new to your platform. People who have just started using the new feature. The first group is generally easy to identify since the customer signup date is logged. For the second group, there are a couple of ways to identify them: If your product logs telemetry on feature usage, you can pinpoint users who have recent ...Read More

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Charlene Wang

fmr Qualia, Coupa | Formerly Worldpay, Coupa Software, EMC/VMware, McKinsey • 2y

There are a few good ways to get relatively unbiased feedback from new customers. The first is to pull a list of recently onboarded customers – these are customers who are newer to your platform and won’t already be intimately familiar with your platform or solution. I’d attempt to reach out to these people first to get their fresh eyes on the feature that you’re launching. If you’re looking for even more unbiased feedback from customers who haven’t gone through your sales cycle yet, then you ...Read More

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