Discovery Research Services

Marketade specializes in exploratory and generative research that helps teams align on key strategic directions, such as which audience to target or what product to build next. Our consultants draw from a diverse toolkit to address your team’s research questions and goals, including:

Consumer Discovery Research Examples

We have led early-stage strategic research with a wide range of consumer audiences, including those in financial services, healthcare, software/tech, nonprofit, education, and travel.

Journey Research for March of Dimes

We led discovery research to improve maternity care for women with low access to healthcare. We conducted 1:1 interviews followed by a remote journey mapping workshop with 12 managers and directors.

user journey interview

Strategic Research for Tonal

We started with in-home interview and observation sessions with Tonal home gym customers in 4 cities. We then led a 2-day workshop to generate personas, journey maps, innovation opportunities, and a product roadmap. Read the case study.

Product/Market Research for Statespace

We ran strategic research to help a digital health team understand their target audience and move toward product/market fit. We led in-depth 12 interviews and a 150-person survey followed by a persona generation workshop.

Personas for Herman Miller

We conducted 10 contextual interviews with customers of Herman Miller’s Design Within Reach furniture brand. Later we facilitated a 1-day workshop to generate personas and innovation opportunities.

Vision Research for 1-800-PACK-RAT

We collaborated with this top player in the moving and storage container space to create research-based journey maps and a multi-year vision. We conducted 10 customer interviews and led a 2-day workshop with team members from IT, marketing, and UX.

Roadmap Research for Travel Leaders

We led “team sport research” consisting of 3 travel company field visits and 30 customer interviews. We ran 2-day workshop to generate personas and journey maps. The project drove a unifying 3-year experience vision and a 12-month product roadmap.

“The research seemed very thorough and the participants were awesome!”

Raechel Mackenzie

Designer, Herman Miller

B2B Discovery Research Examples

Here are some recent examples of exploratory research we’ve led for organizations with professional audiences. Our B2B work includes research with C-suite enterprise executives, small business managers, and highly technical professionals. 

Strategic Research for Podium

At the end of 2021, we ran discovery research for this 1,000-person B2B software company. We led 20+ interviews followed by a survey. We then ran a workshop to help their product team identify personas and new value propositions.

Contextual Inquiry for the UN

We led discovery research for a United Nations data platform suite used by government agencies in 200+ countries. After observing the workflows of economists and statisticians, we facilitated a 1-day workshop to analyze problems, generate opportunities, and sketch solutions.

Enterprise Field Research for BI

We led a 3-phase discovery research project to inform an overhaul of BI’s enterprise software platform: 1) current state field study with 3 site visits, 2) concept testing with 3 user groups, and 3) design thinking training for product and engineering teams.

Product/Market Research for Thales

We led 4 rounds of moderated testing of software concepts for enterprise security professionals — a critical audience for this $18 billion multinational. After each round, we facilitated a 1-day analysis workshop (1 in Austin, 3 remote) with UX and product teams.

Commercial Personas for GEICO

We partnered with GEICO to help create research-based personas for a business insurance product. We interviewed 10 stakeholders, 4 sales reps, and 8 B2B buyers. We then facilitated a 1-day workshop that aligned the team on 3 customer problems and generated personas for each.

Concept Testing for CAS

We led enterprise software concept testing for this 1,000-person division of the American Chemical Society. Interviewed scientists to assess the value and usefulness of a potential new feature and to generate ideas for future innovation.

“I am always surprised about the great insights … It definitely helped build consensus between teams.”

Jean-Philippe Mailloux

Solution Designer, Thales

Our Typical Process for Discovery Projects

While our consultants customize each project, many of our discovery research projects follow a variation of this 5-step approach.

Plan

We get up to speed and align on your project goals, audiences and KPIs.

Report

We deliver a summary report with all findings, solution ideas and research artifacts.

Workshop

We facilitate a remote workshop to analyze, align, and act on the research.

Recruit

We conduct a rigorous recruiting and screening process to find representative users.

Research

We conduct 1:1 interviews or observation sessions and sometimes supplement this with quantitative research.

“Fantastic. I loved the process to brainstorm at a very abstract level and then quickly distill that into real action items.”

Michael Cooke

Director of Software Engineering, BI Incorporated