Audience Research: Global App Developers

Challenge:

A large tech company wanted to reach out to developers in multiple markets and working on different platforms. They wanted to create a world-wide presence but also speak specifically to different developers’ needs.

Solution:

Our team conducted online ethnographic research on multiple developer forums. We determined that the most useful personas were based on the developers’ place in their career (student, beginner, expert) rather than by platform.

We also identified secondary interests like LEGO or XBox that were shared among audiences, as well as career growth challenges at every stage.

Result:

We presented our personas, key topics, and career growth challenges to the marketing team to create the appropriate messaging and content, and made recommendations on how to address them. The marketing team was able to increase organic fan growth by 400%, and create a welcoming environment for developers working on all platforms.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s