Win/Loss
Why Win/Loss?
The company investor wanted to understand why potential customers were buying our product and why others decided not to. The company leveraged the marketing research technique of Win/Loss to direct us in this learning. With no formal processes to conduct this research at scale, I was brought in to help develop that process.
My Role.
UX Researcher.
Qualitative Data Coding.
I tagged and coded 20 Win/Loss interviews based off pre-defined categories GoCanvas and their investor were interested in analyzing.
I used Dovetail, a collaborative user research qualitative site for data analysis and synthesis.
I examined how potential clients found GoCanvas, what drew companies to investigate GoCanvas as a potential platform as well as what repelled clients, their subjective experiences with sales and customer service, and how COVID-19 affected their decision-making process.
Analysis of interviews in Dovetail.
I then developed a code system based off quantitative findings from company’s investor in the previous year and inductive categories from detecting common themes in the interviews. I decided that tags with a small number of patterns would be excluded from the final library and tag categories that had a large number of data points would be incorporated into the library. As the needs and goals of the company changes, categories and tags can be updated, amended, added, or deleted as needed.
A priori and inductive categories in Dovetail.
Next, I went through a couple of interviews and implemented tags based off a few test runs.
Building a Code Library.
I then used the categories and tag names I developed in Dovetail and implemented a tag library in Google Sheets.
I included the category, tag name, tag definition, link to an example in Dovetail, and a comments section.
Google Sheets Library of codes
Marketing Team Training.
I then provided a remote online training session to the Marketing Team on how to use the Code Book Library to tag Win/Loss interviews in Dovetail. I taught the basic principles of qualitative coding, how to code the interviews, code definitions, and how to add codes for future use.
Impact.
GoCanvas is better able to understand their data from sales made, deals lost, churn rates, SEO hits, and other quantitative data that lacks need qualitative context. GoCanvas is empowered to action upon conversations with gained and lost clients and trends found in future Win/Loss interviews to change Sales tactics, pivot commercial strategies, update SEO keywords, and other important economic decisions to grow their business. Given the flexibility of the Codebook I designed, the Marketing Team will be able to update the Codebook as the business changes, economic climate fluctuates, and as their clients' needs evolve.
