Understanding resistant customers
Case study | VCCP
Problem to solve
The team at VCCP needed a quick and cost-effective way to understand a client's customer who had resisted using the marketplace product.
This understanding would help crystalize the best communications territory to drive interest and use for this group.
How VCCP used Hearsay
Three projects were set up to talk to three different customer tribes and all recruited through the Hearsay platform.
23 video conversations were completed in one week, with significant moments tagged and findings ordered making analysis easy resulting in quick implementation of a strategic pathway.
The Benefit to the Business
Systemising the customer research process using Hearsay changed the game for the team at VCCP. What was previously done with a multitude of platforms from Google sheets, Zoom recordings, different transcription services to a complicated analysis approach to using just one system meant they could focus on the strategic direction not the process.