What features could Euromonitor add to its Via platform to improve user experience for market research professionals?

Introduction

To improve the user experience for market research professionals on Euromonitor's Via platform, we need to identify key pain points and develop innovative features that address them. I'll analyze the current state of the platform, segment users, prioritize pain points, and propose solutions that align with Euromonitor's goals and market trends.

Step 1

Clarifying Questions (5 mins)

• Looking at the product context, I'm thinking Via might be at a critical growth stage where user needs are evolving. Could you help me understand where we are in the product lifecycle and what metrics are driving this improvement initiative?

Why it matters: Determines if we optimize for scale vs feature expansion Expected answer: Mid-growth phase with rising customer acquisition costs Impact on approach: Would focus on retention and optimization over new features

• Considering user behavior, I'm curious about cross-platform usage patterns. How do market research professionals typically interact with Via across different devices or interfaces?

Why it matters: Informs potential feature improvements for seamless multi-device experience Expected answer: Primarily desktop usage with increasing mobile access for quick data checks Impact on approach: Would prioritize responsive design and cross-device synchronization

• Regarding pain points and market position, how does Via currently compare to competitors in terms of data accuracy, ease of use, and analysis tools?

Why it matters: Identifies areas for differentiation and improvement Expected answer: Strong in data accuracy, but lagging in user interface and advanced analytics Impact on approach: Would focus on enhancing UI/UX and developing more sophisticated analysis tools

• Considering company alignment, what are Euromonitor's key strategic objectives for Via in the next 12-18 months?

Why it matters: Ensures proposed improvements align with broader company goals Expected answer: Increase market share in emerging markets and boost user engagement metrics Impact on approach: Would prioritize features that cater to emerging market needs and encourage daily active usage