Identifying target personas with quantitative research, to guide the go-to-market strategy of a new service

• A startup in the telecommunications industry needed detailed insights around customer profiles that would help them shape their go-to-market strategy. This included their website experience, advertising strategy, and even the product UX.

• To identify who their target personas could be, we conducted a large representative sample survey of the US general population. We then analyzed the results closely to surface 5 distinct groups among their potential market.

• For each group, we defined their key characteristics, as well as their unique barriers and opportunities relative to becoming future customers. This allowed the team to evaluate the various groups, and make decisions around who to target, when, and how.