Market Research case studies
B2B SaaS · Outpath HR
Persona deep-dive that rewrote a SaaS funnel
Behavioral interviews surfaced three personas the marketing team was misreading.
18
Customer interviews
3
Personas redrawn
+34%
Trial activation
Context
B2B SaaS — Outpath HR. Behavioral interviews surfaced three personas the marketing team was misreading.
The Challenge
Behavioral interviews surfaced three personas the marketing team was misreading.
Strategy & Execution
<p>We replaced demographic personas with job-to-be-done summaries, rebuilt the trial onboarding emails around them, and lifted activation in one quarter.</p>
Results
18 Customer interviews · 3 Personas redrawn · +34% Trial activation