We focused on current premium plan users to unpack their journey to upgrade, key drivers of choice, and app engagement.
Actual user behaviour (and not claims) was collected using rich video inputs during pre-tasks. Online depth interviews explored the buying journey, feature usage, decision drivers, and brand perceptions.

We also benchmarked the client against competitors across both functional features and purchase drivers to identify opportunities.

 

The output fed directly into the product and communication strategy, helping the client prioritise which features to dial up and decide what roles they should play.