Helping ambitious businesses build what comes next.
Growth
VANTA
Market Intelligence
3
Priority Segments
1,200
Customers Surveyed
7
Week Engagement
01
The Challenge
VANTA was preparing a major product investment, but its view of the customer was based on assumptions that were several years old.
02
The Opportunity
Fresh evidence on who the best customers were, and what they valued, would sharpen the product bet and reduce risk.
03
Our Strategy
We combined customer research, usage data and competitor analysis into a single segmentation and sized each segment’s potential.
04
Implementation
Findings were built into the product roadmap and the commercial plan, with a simple dashboard to track segment performance.
05
Results
Three high-value segments now guide product and marketing decisions, and the investment case was approved with greater confidence.
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The research changed what we built, and who we built it for.
Nina Alvarez
CPO, VANTA
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