Context
Research & diagnostic
We were tasked with analysing the Spanish consumers and the brand’s competition in order to identify gaps and opportunities in the market.
MARKET ANALYSIS AND COMPETITIVE BENCHMARK
We started by studying the marketing in depth in order to understand the latest trends and forces at play. We built a map of all active competitors in the Spanish market and identified gaps in the market and opportunities for Indeed to capture the differentiating value proposition that could most strongly resonate with the market.
QUALITATIVE MARKET RESEARCH & CONSUMER PROFILING
We led a series of qualitative interviews with Spanish online job search platforms users in order to establish a framework of consumer needs and wants. We focused particularly on potential untapped markets and high-demande sectors.
This allowed us to dress a full matrix of customer profiles for both user groups: job providers and job searchers.
cropped-Indeed-value-proposition.jpg
Indeed customer profiling
Go-to-market strategy
We built the resulting go-to-market strategy into a full-fledged one-year action plan to activate the strategy and set the brand up for success.
The plan included optimising all touch points with the existing and potential users, including a complete review of the customer journey throughout the web platform and the emailing.
