Building and leveraging research capacity
Overpass delivers top-notch remote customer engagement specialists and support to businesses. Their newest platform, Saleboat, features functionality to monitor sales efforts. During its Beta phase, the team required assistance with research. Initially, they sought help with research implementation, including interview techniques and analysis. Additionally, there was a need to establish a research repository to better organize and scale customer feedback. In the second phase, they looked for external expertise to assess their potential market, outline their ideal customer profile (ICP), and position themselves against competitors. The primary objective was to pinpoint gaps and develop an effective messaging strategy to drive growth. Rill Insights & Design addressed these needs by establishing a research repository and transferring all feedback. We also trained internal team members on conducting interviews and refined the interview guides to ensure high-quality outcomes from each discussion. By collaborating on various research projects, from discovery to concept testing and design validation, we worked closely with the Overpass team to enhance their confidence and skills while organizing everything in their new Dovetail repository. In the second phase, our team took the reins, carrying out customer interviews, providing market intelligence, conducting competitive analyses, delivering SWOT reports, and defining the ICP and market opportunities. As a result, Overpass now has a clear understanding of their potential uniqueness and market needs, and the team is now adept at conducting interviews and managing feedback effectively.