How GoCardless has embedded research in its go-to-market strategy

Challenge

Leading fintech company GoCardless needs to ensure clear positioning, and competitive advantage for its new product and feature launches. This means being able to back their go-to-market strategy with data – such as consumer pain points – that lends credibility to their decisions and messaging.

We need to be able to succinctly say ‘as a customer in this industry, in this country, we predict you’re feeling this particular pain that can be quantified as X’.

Siamac Rezaiezadeh, VP Product Marketing & Insights at GoCardless

Solution

GoCardless uses Attest to research the areas in which consumers encounter issues during payments, from the cost businesses incur for payments, to international coverage and more. 

Attest’s multi-market research capabilities make it quick and easy for them to track behavioural and attitudinal differences across five international markets.

Attest has enabled the GoCardless team to find out a really wide range of crucial information about our market quickly and reliably. The platform gives us the confidence to run market research that we know will reveal or compound actionable knowledge about our market.

Siamac Rezaiezadeh, VP Product Marketing & Insights at GoCardless

Impact

Consumer data has become an embedded part of the way GoCardless continues to offer customers industry-leading products and features. Notably, they have used consumer research to develop a proprietary framework called the 8 Dimensions of Payments, which helps them to better articulate their value proposition.

One-hundred percent of our product and feature launches are backed with data. This enables us to launch products in a much more sophisticated way, with full confidence that what we’re offering customers is useful and valuable. We’ve also notably improved the maturity of our value proposition articulation.

Siamac Rezaiezadeh, VP Product Marketing & Insights at GoCardless