What was done
In 2023, Alice Labs worked with the product team of a health tech company to develop a product development-oriented identification and understanding of key market segments.
The work was based on the analysis of:
Existing quantitative data to develop an initial hypothesis of priority target groups.
A round of customer interviews across two key markets to develop first, a broad contextual understanding of their relationship to health & wellness, followed by a more detailed understanding of everyday health and wellbeing pain points and desires.
A quantitative study to validate and quantify the identified targets and their priorities.
A series of intensive discovery workshops with the product team and accompanied ethnographic learning sessions.