+452%
Increase in users over the following 91 days
The challenge
Before spending more on acquisition, we needed to know who to target and what to say.
The management questions were more specific than ‘How do we grow?’
- What makes it easier for users to switch from competing apps to this platform?
- How do users currently perceive the platform and the brand?
- What are the main barriers to switching?
- Which advertising and promotional strategy is most likely to support customer acquisition?
- Which messages are most likely to resonate with which audiences?
What we studied
We answered these questions through a series of studies, not one survey.
Metriqore structured the work as a sequence of studies with different research objectives. The program examined the platform and its potential audiences from multiple angles rather than trying to answer every question in a single data collection.
Brand & platform perception
How people understood the offer, the brand, and its position relative to alternatives.
Switching motivations
What would make users consider leaving a competing platform and what would hold them back.
Technology & user experience
Ease of use, search, filtering, decision support, and other experience barriers.
Segmentation
Which groups differed in readiness to switch, priorities, and persuasion needs.
Advertising & promotion
Which value propositions and promotional approaches should be emphasized, and for whom.
Trust & service expectations
Price-value, delivery, returns, stock, trust, and other factors that could affect adoption.
What we found
Not every customer switches for the same reason, and not every customer should be won with the same message.
Switching motivations differed meaningfully across customer segments.
Some segments were much more ready to switch, while others required stronger reassurance or a different value proposition.
The advertising and promotional strategy needed to be aligned with the target segment rather than applied uniformly.
The research showed which advertising and promotional approach should be adopted and, more importantly, why.
The work also identified platform experience issues that could weaken customer acquisition even if the advertising message was strong.
From research to action
The findings were turned directly into growth decisions.
The research program gave management a practical framework for:
- prioritizing the customer segments with the strongest acquisition potential
- understanding the switching barriers for each segment
- choosing which value propositions should lead the communication
- adapting advertising and promotional messages to different audiences
- identifying the platform improvements that should be addressed first
The research did not stop at describing the market. It clarified who to target, what to say, and what to improve.