DROP-IN
Needs analysis and segmentation for innovative co-working club
The challenge
To stengthen their strategic positioning and offer, Drop-In wanted to validate their understanding of members' needs, motivations and barriers to sign-up.
Approach
We conducted one-on-one motivational interviews with existing members to uncover their key goals, and assess how well Drop-In was delivering against them within the context of their work and home-lives.
Additionally, we engaged with a sample of non-customers from Drop-In’s target audience to understand their perceptions of the service and identify barriers to adoption.
HENRY WILKINSON, FOUNDER
“Beyond were brilliant at uncovering and distilling what really mattered to our customers.
It’s been hugely valuable in guiding our marketing strategy for our next phase of growth, as well as helping us communicate that value to our new team members and board”.
Impact
Our research revealed two distinct but equally important needs that Drop-In was fulfilling: enhancing productivity and supporting mental well-being.
Using these insights, we developed detailed, needs-based personas that now serve as a foundation for Drop-In’s positioning and service development, ensuring their offer resonates more effectively with their target audience.