The market launch of your app is a massive milestone, but until it happens, you have to survive endless task lists. One of them involves knowing your customers, from the ideal potential client to the value your product offers to them. The latter must be crafted based on users’ expectations, pain points, and their general expectations.
For example, if you publish a new tool in a more saturated market, you’ll likely, to the very least, need to match your competitors, and ideally, outperform them. Let’s see just what preparations you need to ensure that your product and its message reach their audience.
Market research as a part of the development process
Even apps that seem destined for success can struggle or even fail without proper attention to their users’ needs. Developers must not think about apps as bundles of features. Instead, it’s about knowing exactly what your customer needs, using familiar and intuitive UI, and successfully solving a particular pain point.
- Market research is the solution to ease your doubts and answer most development-related questions. You can examine secondary research to discuss current trends.
- One of the best lessons to take is to analyze your competitors and users’ feedback carefully. From their negative and positive opinions, you can directly relate to certain functionalities or design decisions in your product.
- Lastly, you can also use microtasks to gather insights from your target audience. Services like JumpTask pay users for completing various tasks, one of which involves participating in market research and surveys. Additionally, you can specify demographics and other details you want participants answering your surveys to match.
User expectations to pay attention to
It is usually crucial to ask questions that directly relate to your app’s functionality. Thus, meeting functional demands is the first step, which establishes a base for additional work. Then, you can move on to research that answers what brand tones, UI elements, or pricing tolerances your target users have.
Another crucial expectation to keep in mind is data privacy. Users want to know that their information is safe, especially when signing up or sharing payment details. Incorporating or recommending identity theft protection services can strengthen trust and show that your app takes security seriously from day one.
Marketing is a crucial process
We have mentioned the need to know what messaging and tone clients are most likely to respond to. For example, if your application is assisting fellow developers, they prefer explicit, concise marketing and application content. This assumption also perfectly illustrates how your initial thoughts might skew the development process. Proper market research might reveal other findings.
However, if you’re targeting regular consumers, you might need to incorporate playful tones and focus on clear instructions and UI that require a minimal learning curve.
Furthermore, even after you launch your product, tracking its performance and metrics is crucial. You can use tools like Firebase Analytics, Mixpanel, or Amplitude to view comprehensive statistics on app usage, retention, and user behavior.
App development and launch mistakes
Generally, app developers should follow structured plans and make data-based decisions. Besides this, common mistakes involve the following:
- Attempting to launch a product as a solution that works for all consumers. While some apps may be more universal, demographics can still provide more detailed insights about your audience.
- Copying competitors’ products is also not the most effective option. While learning from them is recommended, creating a replica of their product will not help compete with them.
- Hoping that a quality product will reach its audience without additional marketing efforts. Unfortunately, we have a lot of noise online, and it’s relatively easy even for highly polished products to remain hidden without proper marketing (and the right approach to it).
Conclusion
All in all, being well-versed in the needs of your target users and the current market situation increases your chances of succeeding. Market research never ends, and after launch, you may notice that you have attracted slightly different demographics than initially expected.
