Growth / US / Media & Tech
Maintaining market share using behavioural data, automated analytics and an interactive dashboard
"This study enabled our client to make data-driven decisions on product roadmaps, allowing them an understanding of what product features and enhancements were important to its customers and should be prioritised to keep them happy and engaged."
Business issue
A tech sector client had an understanding of how customers used their apps, however they want to understand why. They also wanted to understand how and why their customers may also use competitor apps. They commissioned Ipsos to provide insights on people’s online behaviors and attitudes towards their, and their competitors’, offerings. Ultimately, the client wanted to maintain its market share of users and gain market share from competitors.
The client’s KPIs included number of people using each app, frequency of usage, and average time spent. Instead of 'snapshot in time', this client also required the ability to monitor changes and long-term trends of online activity and attitudes over time.
Our solution
Firstly, Ipsos collected online behavioural data, including app visits, search term use, website visits, social media likes, and online shopping. We then built a data pipeline to automate analytics of online activity, providing daily updates to the client in a dashboard that visualised each client-requested KPI. This provided insights on use of competitor apps and patterns of toggling among client and competitor apps based on different functionalities.
Ipsos then matched these insights on “observed behaviour” with survey data, to capture the “why.” The survey asked panelists for their level of satisfaction with the app, for likes and dislikes on features, and likelihood of continued use. Survey findings were also included in the continuously updated dashboard.
Pairing behavioural data with survey data reduced time and costs for sampling. The behavioural data tips and cues the survey, meaning it identified the target sample, such as users of specific apps and websites of interest.
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Impact
This benchmarking and tracking of attitudes and behaviours provided early warnings on customer migration to other apps and insights on what may be driving them away. It also shed light on why customers may remain loyal to the client’s products, or consider a shift to a competitor.
The client’s leadership team actively used our dashboard to monitor KPIs and asked Ipsos for additional insights on what drove its customers’ and potential customers’ behaviour.
This study enabled our client to make data-driven decisions on product roadmaps, allowing them an understanding of what product features and enhancements were important to its customers and should be prioritised to keep them happy and engaged.
