BENCHMARKING WEBINAR PRODUCTS

I collaborated with a customer insights analyst to benchmark product satisfaction and ease-of-use for GoToWebinar and three competitors. We surveyed 400 active users for each product about design, features, trust, and loyalty. These findings convinced stakeholders to modernize the product to attract a younger customer base.

Laptop Work
 

Lead Researcher
8 weeks
1 researcher, 1 analyst

 
Meeting

CHALLENGE

In 2018, the GoToWebinar product team struggled how to distinguish the platform from its biggest competitors.  Though I had run almost 100 hours of user interviews in 2017, I lacked a way to rank these findings, and to compare them with solutions on other platforms.  My stakeholders needed more data, preferably quantitative.

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GoToWebinar today feels like the marketing tool for the generation before me. This feels more like my tool.

GoToWebinar Customer
Age 30