We think of our target audience in concentric circles. We'll likely have users from each circle at any given time, but we'll prioritize our product and marketing towards the inner circles then move outwards:
Circle 1. A few specific analysts in a few specific companies we're associated with. They analyze survey data, they use only basic functionality of the fancy tools, and they want a simpler solution.
Circle 2. People analyzing surveys generally. It's a straightforward application where existing tools are way too complicated.
Circle 3. The rest of the 50% of stats tool users that never use more than the core functionality of existing tools (that number is from our research).
Circle 4. People who analyze at work. In particular, Excel power-user analysts and marketing folks for whom the go-to tool for analysis is the pivot table. We want to ease them into the world of more powerful, statistical analysis. We do a lot of usability testing with these folks and we're excited about their reactions so far. But they're not in a lot of pain, so they're not a great initial audience for us.
Grand vision stuff: Tools like SPSS and the like were built in the 80s, and Excel pivot tables were built in the 90s. They've been updated but not overhauled, and there's a gaping hole between them in terms of ease of use and power. As small, rich datasets become ubiquitous, are people in 2020 really going to be using tools from 1990? We hope not.
Circle 1. A few specific analysts in a few specific companies we're associated with. They analyze survey data, they use only basic functionality of the fancy tools, and they want a simpler solution.
Circle 2. People analyzing surveys generally. It's a straightforward application where existing tools are way too complicated.
Circle 3. The rest of the 50% of stats tool users that never use more than the core functionality of existing tools (that number is from our research).
Circle 4. People who analyze at work. In particular, Excel power-user analysts and marketing folks for whom the go-to tool for analysis is the pivot table. We want to ease them into the world of more powerful, statistical analysis. We do a lot of usability testing with these folks and we're excited about their reactions so far. But they're not in a lot of pain, so they're not a great initial audience for us.
Grand vision stuff: Tools like SPSS and the like were built in the 80s, and Excel pivot tables were built in the 90s. They've been updated but not overhauled, and there's a gaping hole between them in terms of ease of use and power. As small, rich datasets become ubiquitous, are people in 2020 really going to be using tools from 1990? We hope not.