Enya Music Customer Research
Role: Campaign Manager
Duration: September, 2021- November, 2021
Team Members: Researcher, Marketer, Customer Service team, and Stakeholders
Understanding
Enya Music Inc., is a global musical instrument company that is known for its innovative integration of technology into instruments. Currently, company is working on the development of its first all-in-one guitar. As part of this initiative, they seek to know how this groundbreaking product will resonate within the market. This campaign is designed to pinpoint and engage target audiences effectively.
Before conducting a research plan, we arrange a stakeholders interview. The interview aims to get a clear picture of why they want to learn from a customer, what they are looking for from the research, and what challenges they have.
Goal
After the stakeholders interview, we define the goal of this user research project to create a user persona for future new product development. We also want to generate a customer journey map to find out how customer experiences meet customers’ expectations and find areas where they need to improve.
Research
We decided to use the Customer Survey method as our quantitive research. The participants are the current customers who are from the United States, that are from age 20 to 65. Those also have already made at least one purchase once on our website.
In the survey, we wanted to know:
-
Who is our target audience and what is the level of their ukulele/guitar skill?
-
How do they hear about our brand?
-
What are the top characteristics from an instrument?
-
Why do they choose a carbon fiber instrument over a wooden one?
-
How interested are they in music technology products?
Customer Survey
By collaborating with the marketing team, we obtained 1132 customers who have already signed up to our newsletter, which also qualified to be participants. The survey is generated in Google form and sent out through the newsletter to all participants. We received a total of 565 responses from customers. Below is the customer survey results:
Interview
In qualitative research, we use the customer interview method. With the customer service team's support, we are able to conduct an interview with 20 customers who are from different age groups and social backgrounds. The interview focuses on how and why customers choose the brand and what their goals and challenges are.
Empathy Map
Based on the information that we collect from the interview, we put together the empathy maps:
User Persona
Moreover, the team has been using the Google Analytics tracking in the website to identify the rough image of website visitors' demographic information and interests. Based on the results from all research, we are able to create two user personas below:
Customer Journey Map
After gathering all the information from the research, the team has some meetups in order to create the customer journey map below:
Further Steps + Considerations
All the information we gather from this user research will be put to use for the next product development. The company's new product will come out in the second quarter 2022.
As we continue to grow and improve our products, it is crucial that we gather feedback from our customers. This not only helps us understand their needs and preferences, but also allows us to continuously enhance our products to better serve them.
One of the important aspects of gathering customer feedback is knowing how to ask the right questions. We understand that people are busy and may not have the time or patience to answer a long list of questions. That's why we always strive to keep the number of questions as minimal as possible, while still getting valuable insights.