Defining a growth strategy with quantitative validation
PROJECT
Quantitative survey, user research, MaxDiff, PCA
Defining roadmap and marketing strategy for growth segment
CLIENT
Lingoda, Online B2C language learning, active in over 50 countries, with over 100,000 learners
DECISIONS TO MAKE
Generate quantitative insights for Lingoda’s go-to-market strategy for a newly beta tested product launching in a growth segment.
Impact
Our recommendations provided key answers for Lingoda to grow in a new market through clear, and actionable insights
We generated a prioritized roadmap defining the most impactful features for launching in a new growth segment, highlighting which features to prioritize for later growth, and which were unlikely to have impact. We also laid the foundations for the team to capture new segments, by defining two distinct sub-segments, and linking them to customized product and marketing strategies.
Action Insights provided the data, analysis, insights and recommendations Lingoda needed to launch and iterate their new product with confidence.
Building the foundations for a strong growth strategy
Lingoda, a digital language learning school, with online courses and classes offered 24/7 by professional teachers, builds bridges around the world through language learning.
Before launching a brand new product into the market, Linogda needed strong quantitative validation of the results from their beta testing program. Our research provided critical insights for their short and long-term roadmap as well as outlining marketing strategies for significant sub-segments.
Project Phases and Deliverables
Phase 1: Understanding the problem space
We gathered internal knowledge from previous research and Lingoda’s team expertise to define the key hypotheses, which needed validation, around feature importance as well as language learner attitudes, behaviors, and beliefs.
Deliverables:
Documentation of previous insights summarized.
Finalized list of features and components to test, all generated in collaboration with the Lingoda team from Exec to IC level.
Phase 2: Validating product direction and market segments
Using quantitative research methods, we conducted a survey to prioritize the product feature sets and identify significant sub-segments.
Deliverables:
Screening and recruitment of the target audience.
Survey analysis using Maximum Difference Scaling (MaxDiff) and Principal Component Analysis (PCA).
Image: Miro board to collaboratively organize previous learnings, and capture hypotheses then translate those into a survey design.
Phase 3: Deliver actionable findings
We generated a set of recommendations, clearly showing how Lingoda could take action based on the evidence found.
Deliverables:
A research report synthesizing all data from the survey including feature prioritization and significant subsegments.
Clearly defined and prioritized feature sets for short- and long-term development.
Clearly defined marketing strategies customized to sub-segments.
(Top) Screenshot of PCA matrix from analysis (Bottom) Anonymized list of prioritzed features from the MaxDiff research, done with Hierarchical Bayes testing.
Full research report, designed utilizing Lingoda’s internal presentation template.
Key findings
6 priority features identified:
Using MaxDiff analysis, we Identified 6 features that would be a good fit for Lingoda’s short term and long term product roadmap.
Validated a much-debated feature as one of the Top 2 highest priority features.
Enabled Lingoda product team to make a case to leadership for investing design and engineering resources into the most critical features for the new growth segment.
2 statistically significant sub-segments defined:
Utilized PCA to define specific differences between 2 market sub-segments.
Outlined key differences and similarities in attitudes, behaviors, and beliefs.
Provided statistically significant evidence for Lingoda team to build product strategies and marketing campaigns customized to each segment.
Outcome
Lingoda has the tools they need to launch their new product with confidence, with a set of data-backed insights and recommendations that will allow them to capture new market segments, and work with a clear roadmap for design and development of their new product.
As we were sharing the data, insights, and recommendations the team was already excitedly discussing bringing back evidence for investing in top priority features that had been heavily debated.
We loved helping Lingoda learn and most importantly take action to improve their product and grow their company.
Slides showcasing recommendations for product roadmap and marketing strategy. Blurred for client privacy.