Creative Market Improves Customer Journey Using Findings from InterQ Focus Groups
Creative Market, an Autodesk-subsidiary, is a online marketplace for graphic designers, photographers, and creative professionals. Designers host their online shops on the site and sell their graphic designs and photographs, and consumers are able to browse and purchase using Creative Market's intuitive online platform. Creative Market wanted to understand more about both their shop owners and customers. Namely, how could they improve the experience for those selling goods on Creative Market, and how could they best classify and speak to the various shopper personas coming to the website?
Creative Market hired InterQ to conduct both quantiative and qualitative market research. Using analytics data, as well as proprietary secondary market research and a custom website intercept survey, InterQ classified shoppers into distinct personas. Using this data, InterQ then conducted focus groups in multiple cities, speaking with current and prospective customers of Creative Market, segmented into the appropriate persona-types. From the conversations, InterQ uncovered key differences between the persona types that dictated how people moved through the purchase journey and ultimately decided to spend or not spend. InterQ also conducted telephone shop owner interviews with Creative Market shop owners around the globe.
The findings from InterQ's market research provided transformative insights to the Creative Market team that helped them better shape and refine the website journey, messages, and strategy for both shop owners and consumers alike.