Go-to-market plan changed after B2C was found to be less profitable than B2B.
A global company wasn’t sure which would be more profitable: B2C or B2B
A market-leading, global education technology company was launching their first SaaS product needed to decide whether B2C was a viable go-to-market strategy before committing resources.
Approach
The company learned hard lessons from a previous go-to-market launch and couldn't risk another. Our researcher meticulously designed a multi-method study, grounded in psychological principles, to more accurately predict future behavior and minimize the risk of repeating those errors.
Research was anchored in the behavioural principle that past behaviour is the strongest predictor of future behaviour
In-depth 1:1 interviews to map why potential customers pay for some tools but not others. They identified purchase-justifying features and the decision journey
A statistically reliable Qualtrics survey tested and quantified the qualitative findings at scale
What the data showed
3%
of potential B2C customers currently pay for these products.
59%
rely on free versions instead.
Low
willingness to pay — price sensitivity was high.
Outcome
Recommendation: Pursue B2B . The data made a clear case that the B2C market represented a weak revenue opportunity. The company refocused its entire go-to-market strategy on B2B customers.
Industry recognition: UserTesting invited the lead researcher to present the findings and methodology in a dedicated webinar.