Business Goal
This qualitative study was conducted in Canada and the United States to explore the motivations, use cases, and pain points of diverse customer segments, ranging in age from 18 to 80.
The business goals were threefold: to deeply understand the needs and behaviors of different customer groups, to support strategies that drive adoption and retention, and to inform a tailored go-to-market approach in Canada.
Markets
Canada (CA)
United States (US)
Methods
Qualitative: 1:1 interviews (IDIs) and friendship pairings
Insights
Using a series of online 1:1 interviews and pairings across multiple segments, the research provided actionable insights into how different customer groups perceive and engage with products and services, helping shape more targeted and effective product and marketing strategies.
