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:
- Customer observation through field studies, contextual inquiry, and lightweight ethnographic research
- Audience research through in-depth user interviews, persona development and customer journey mapping
- Product/market fit research including hypothesis/problem validation and concept/MVP testing
- Research-based product strategies, roadmaps, and value propositions
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.”
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.
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.
Journey Mapping for 1-800-PACK-RAT
We collaborated with this top player in the moving and storage container space to create research-based journey maps that informed a multi-year vision. We interviewed recent customers and led a 2-day workshop. Read the case study.
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!”
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.
We get up to speed and align on your project goals, audiences and KPIs.
We deliver a summary report with all findings, solution ideas and research artifacts.
We facilitate a remote workshop to analyze, align, and act on the research.
We conduct a rigorous recruiting and screening process to find representative users.
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.”