Market Research and Expansion

Company
Google Cloud

Image credit
Mark Wickens

Scaling to new segments and new geos required understanding the cultural context, behaviors and perception of the brand.

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Challenge

Enter new market segments and geographies.

Find the right balance between brand consistency and local relevance.

Initiative

Google Apps was always appealing for small businesses, thanks to its low cost, as well as large companies, where a robust pre-sales and sales team provided white gloves services. But what about the mid-market?

To better understand its decision-makers and regional nuances, we embarked on a global market research (US, France, India, Brazil, Japan).

Impact

The project helped create a mental model of our target audience, identify perception, blockers and opportunities, and collected feedback on specific assets. We combined the project with a photoshoot and created a library of local assets.

The research became the base for sales training and market expansion and the library we created helped local teams increase relevance and trust.