Artificial Intelligence (AI) has the power to transform how we live and work.
This begs the question, can businesses truly harness the power of AI to better meet the needs of their target audience?
Recently, our market research company conducted a study for a Software as a Service (SaaS) company seeking to fine-tune its AI offering and optimize its go-to-market strategy.
Through in-depth research interviews, our team explored user motivations, gauged interest in AI-powered solutions, and uncovered insights to guide development and marketing.
Learn more about the research process, key findings, and how this SaaS company leveraged market research to unlock the true potential of its AI technology.
Objectives of the New Tech Development Project
A software as a service (SaaS) company hired Drive Research to complete a market research study to finetune an AI service it will be offering and provide direction for messaging the proper audience about this service.
The objectives of this research were to:
- Understand motivations and drivers to inspiration among the target audience.
- Gauge interest from the target audience.
- Dive into the drivers of specific habits.
- Obtain reactions to the concept.
- Gather insights into the development of a program tailored to needs and preferences.
Wondering how AI will impact the future of research? We’ve got info for you there too!
Approach to the New Tech Development Project
To address the objectives, Drive Research conducted a series of 15 virtual interviews across the US. Several screening criteria were confirmed to ensure the target audience qualifications were met. Learn more about our approach to research recruitment.
The interviews were 45 minutes in length, and clients could observe the sessions in real time or watch video recordings and read transcripts afterward. Interviews were conducted from November 14 to 25, 2024, with participants receiving $200 for their time.
Here’s an overview of the project timeline:
- Week 1: Kickoff meeting, workplan development with critical dates and deliverables.
- Week 2: Finalize screener and begin recruitment.
- Week 3: Continue with recruitment, and finalize moderator’s guide for interviews.
- Week 4: Continue with recruitment, and begin interviews.
- Week 5: Finalize recruitment and interviews - share A/V and transcripts.
- Week 6: Begin analysis and reporting.
- Week 7: Deliver draft report and debrief with the client with Q&A.
Here’s an overview of the research interview guide:
- Introduction (3 minutes): This section covers the general introduction to the research interview and sets the note for there being no right or wrong answers.
- Background (5 minutes): The background section sets the stage for what the rest of the interview will discuss. It typically covers some of the core screening criteria to help reconfirm the target audience.
- Inspiration (5 minutes): This section dived more into open-ended questions regarding habits, inspirations, and motivations.
- SAAS Approach (10 minutes): This section got more into the specifics of the SAAS provider, thoughts on likes and dislikes, and reactions to general offerings.
- SAAS Concept (15 minutes): In this section, we covered more of the specifics and gathered in-depth information about reactions to the SAAS provider, thoughts on value, how it might work, etc.
- Sponsoring Company (5 minutes): Knowing our client was OK with being reveal as part of the research, we were able to ask follow up questions regarding awareness of the sponsor as well as competitors.
- Wrap up (2 minutes): We always like to end with a final big question like, “What advice would you give to this company?” as well as confirming details about incentives to ensure participants are happy with their experience with us.
Results From the New Tech Development Project
The report remains confidential with the client, but you can learn more about new product development research here.
This report included critical insights and visualizations. Sections included an introduction/background (this overview), participant profile, key takeaways and recommendations, and the detailed findings with supporting quotes.
Along with the report document the client also received video recordings, transcripts, and an interim report (sent within a week after the last research interview was completed).
Key sections within the report included:
- Overall Reaction to and Interest
- Reaction to Process-Related Elements
- Reaction to Marketing-Related Elements
- Reaction to Voice-Related Elements
- Reaction to Other Elements
- Timeframe and Suggested Enhancements
- Messaging and Reaching the Right Audience
- Anticipated and Expected Cost
- Perceptions
- The Debate About Using AI
- Understanding Motivators
Contact Our Market Research Firm
Drive Research is a full-service market research company specializing in a variety of research methods. Drawing from our years of combined experience, we’ll work with your company to find the perfect market research solution for your needs - delivering relevant, actionable results.
To learn more about our market research services, reach out to us today.
- Message us on our website
- Email us at [email protected]
- Call us at 888-725-DATA
- Text us at 315-303-2040
Emily Taylor
As Director of Operations, Emily does more than wrangle data. Her work includes executing company OKRs, company-wide project management, training/onboarding, team culture initiatives, and more!
Learn more about Emily, here.
