The team empathised with the target group by conducting in-depth interviews, expert stakeholder interviews and a survey (n=400+). These were focused on exploring customer context, needs, motivations, pains, gains and willingness to pay invest in orienting and growth in their career.
Three user profiles were identified through a cluster analysis based on the quantitative survey data and enriched with insights from the interviews. The results showed that a considerable part of the target group is interested in receiving help for orienting and growth in their career and is willing to pay for it. These insights allowed Randstad to decide to keep pursuing the business idea and start brainstorming on it.