(US & Canada) VIDEO | Use Data to Discover New User Groups and Address Their Needs —  Data Analytics Leader

Analytics leader Sid Raisoni speaks with Savio Rodrigues, VP Client Partnership at Trianz – USA, in a video interview about leveraging data to discover new users apart from the average user group and address their needs to drive growth.

Speaking about a scenario where data is being used to uncover unexpected customer behavior Raisoni mentions the “Adjacent User Theory.” Adjacent users are aware of a product and have tried using it but are unable to successfully become engaged users.

Raisoni says that these user segments are often ignored by brands; they tend to focus on users who are engaged. He explains that this is a typical scenario since the current product positioning or experiences have barriers to adoption not allowing adjacent users to become engaged.

However, Raisoni stresses that these users do have a need that the brand hasn’t been able to fulfill in a way they would like. He goes on to mention a specific case from the time he was at IAC, a digital company that makes mobile apps.

IAC had a product market fit for millions of people within several products. However, while playing with the data Raisoni’s team discovered new groups of users who did not understand how the product fits into their lives and had a higher probability of churning versus others.

Raisoni says that as a result, the brand found ways to drive growth and continually define the product roadmap with the adjacent users in mind. The team studied why they were struggling and the problem they were trying to solve.

The next step was to build empathy for those users by running different tests and ultimately solve their problems beyond the focus of the core users.

This enabled organic growth within the apps which would not have been possible by just focusing on the average or engaged users, Raisoni concludes.

CDO Magazine appreciates Sid Raisoni for sharing his insights with our global community.