We hypothesised that the best customer segment to go after for market validation and to get insights from was the market research industry. In South Africa alone there are over 200 market research businesses. Most of these businesses have been around for a long time and their employees are hard to reach digitally (LinkedIn or email)
How work typically comes in:
Corporate → Marketing/advertising → Market research
Normally have to do in-person field research to mass-market
Some see us as a competitor
Wouldn't use 3rd party like AI-BO to get research (segment 1)
Want to use their own research panel
How do we verify accuracy?
What we found out is that the decision to use a different market research tool for acquiring their insights is a big decision that has direct consequences to their reputation as they will be presenting the insights that we give back to their client.
View of Competitor pricing
Per survey of 10-15 questions
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