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

 

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.

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

GoToWebinar Customer
Age 30

 

©2018 by Hilary Dwyer