As a fast-growing tech start-up, our client was uncertain of how to move into new markets in ways that aligned with the needs and expectations of new customers. We knew that only in-depth, qualitative research would give them the kind of insight that would lead to a genuinely market-differentiating entry and meaningful early engagement. Over the span of six weeks, we completed secondary research and conducted SME expert and internal client interviews. Most importantly, we traveled to three markets to conduct observational consumer research, sitting next to potential customers as they navigated the online shopping experience and then interviewing them on the how’s and why’s of their choices. To design the most meaningful messaging, we identified which product and service attributes mattered most, how to stand out from competitors, and how to create the “wow” factors that would lead to purchase and post-purchase engagement.