Go-To-Market Messaging Evaluation
Context
Being on a product that was nearing it’s official launch, there was a need to refine the marketing strategy for IBM WatsonX Orchestrate. The team sought to understand whether prospective users might comprehend the purpose of WatsonX Orchestrate, or whether our messaging was too technical for users.
The objective of this study was to discover what language business professionals were using when discussing WatsonX Orchestrate.
Tools: Alchemer
Methods Used: Cloze Test, Survey
Participants: 30 professionals in HR, Finance, Sales, Marketing, Ops or Customer Service
Timeline: 1 week
Methodology
In order to test prospective user’s understanding of our marketing messaging, I conducted an unmoderated survey via Alchemer in which one is asked to supply words that have been removed from a passage in order to measure one’s ability to comprehend text. The survey had 2 parts (an open and a closed section):
Open Section
Closed SectionResults
Participants opted for words that indicated that the Digital Employee doesn’t have a human standing.
Due to these results, the marketing team opted to decrease the independent and anthropometric nature of the bot. As a team, we hypothesized that professionals may not feel comfortable with the bot acting as an equal or having human-like abilities (such as learning and evolving).
E.g., participants described the Digital Assistant as a Sidekick or Teammate (words that cannot exist without a main actor), instead of a Worker or Employee… (1/2)
…and participants were not familiar with the idea of a tool evolving to meet their needs. (2/2)