Background:

A startup in the collaborative consumption space, Open Shed (www.openshed.com.au) was looking to qualify some of the assumptions about how people use Open Shed, what they were hoping to get out of it and how they approached the idea of collaborative consumption.

Objective:

Unashamedly Creative was engaged to assist with clarifying these assumptions, work out a research strategy and incorporate the findings into marketing and brand planning for the future.

Strategy:

Taking a two pronged approach to the research, Unashamedly Creative worked with the Open Shed team to:

a) Create personas based on the anecdotal evidence as well as desired customers to the product

b) Test the validity of these personas through customer research

Results:

80 respondents answered the Open Shed survey. From these responses it was determined the personas were generally valid, with some tweaks.

The results from the survey also proved powerful in terms of isolating impediments to success the Open Shed product was facing and gave a clear outline and strategic action plan to the following areas:

• General marketing and presentation

• Copy on the website and customer facing assets

• Website look and feel together with visual presentation

• Customer motivation

• Overcoming usage objections

As such, the research was hailed as a successful exercise in creating a better all round approach to servicing the Open Shed customer base and will see a refresh undertaken of the product mid 2012.

You can view the summary of results on the Open Shed Blog here 

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