Case Study: How Glofox used OpinionX for needs-based segmentation

To build a great product, you need to understand the problem you’re solving for your users.

This is simple in theory, but no company has a truly homogenous userbase. Your users likely come from different countries, work for companies ranging from startups to global enterprises, have different job titles, and more. Picking a problem faced by all your users is unlikely to solve the most important problem that each individual user is experiencing.

This was the exact challenge that Francisco Ribeiro was facing when we first met him. Francisco is a Product Manager at Glofox, who had been researching a new problem space which included multiple distinct pain points. But right before pulling the trigger to start building a solution, Francisco had one doubt: what pain point should he solve first?

Glofox is the number one fitness management software, with tools for managing and scaling fitness businesses, as an all-in-one SaaS with thousands of customers across the globe.

With a platform that caters to customers of all sizes, it’s essential to understand different needs, all the way from independent SMBs to global enterprise customers. Having already conducted an initial research phase through data-driven insights, internal feedback, and customer conversations, Francisco was looking to quickly and effectively validate and synthesize the research.

“We had a decent sense of the root problem and how to tackle it. Our big question was what do we tackle first?” — Francisco Ribeiro, Product Manager at Glofox.

Even though the team had already gone as far as ideating potential solutions, Francisco saw this unanswered question as a sign that they needed to zoom out and clarify their value proposition.

As they dug into these existential questions about the project, Francisco realized a root cause of their uncertainty — they weren’t sure whether this solution would solve the problem for both multi-location and SMB customers, or if those customers even experienced this problem the same way.

That’s when Francisco turned to OpinionX. His aim was pretty simple — use stack ranking to see if multi-location and SMB customers were experiencing the same problem or if there were differences in how meaningful or frequent it was. Francisco and his team took the list of problem statements they had created, added them as sample opinions on an OpinionX survey, and emailed the survey link to a bunch of their customers. Once they had engaged almost 60 customers, the results were pretty clear...

“When we segmented by SMB and multi-location, we took each problem statement and looked at the importance gap between those two segments. That told us the priority of problems and we could see right away that they were unique” — Francisco Ribeiro, Product Manager at Glofox.

Remember Francisco’s concern about working on the right thing? Well, now he had concrete data that showed what highest priority problems were unique to each customer segment.

“I’m not sure if we would’ve taken a step back to understand each segment’s priorities without OpinionX. It really guided us to that next phase of execution” — Francisco Ribeiro, Product Manager at Glofox.

Segmentation is a key ingredient to every successful product strategy.

Identifying the top priorities of each of your customer segments is super simple on OpinionX because we have easy-to-use segmentation filters in our free stack ranking tool. Get started today and build your first stack ranking project in less than 5 minutes on OpinionX.