How VNC Group Validated a Niche Market Gap using InsightGig
In this case study, we explore how VNC Group discovered a niche opportunity for super-bright white paint tailored for ceilings and leveraged InsightGig’s platform to validate their hypothesis swiftly and cost-effectively.
"InsightGig helped us identify the right partner for our market research requirement quickly and easily. Our project was executed end-to-end and delivered the results cost-effectively and on time. The output provided an independent confirmation of our hypothesis, and we will incorporate the learning into our product launch strategy. We also gained additional insights into consumer behavior, which will be useful for our Marketing & Communications. We look forward to using the InsightGig platform for future projects."
Gokul Basker
Partner, VNC Group
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The Context
Hypothesis validation for a niche opportunity
While exploring market trends, VNC Group identified a potential gap in the market for super-bright white ceiling paint. Recognizing the opportunity, they sought to validate their hypothesis quickly to determine if this idea warranted a full-scale product launch.
The Need
Quick but robust concept test to identify market demand
To make an informed decision, VNC Group required a robust concept test to be conducted among their target customers. The insights needed to provide a clear indication of the market’s demand for the product and uncover additional actionable learnings.
The Challenge
Past experiences had made them wary of approaching research agencies
VNC Group faced several barriers in executing their research:
- Skepticism Towards Large Agencies: Past concerns over high costs and delays made them wary of engaging with larger firms.
- Doubts About Smaller Agencies: Smaller agencies were perceived as less reliable in delivering high-quality results.
Due to these challenges, VNC Group had stopped reaching out to traditional agencies altogether. They needed a solution that would provide both quality and speed without exceeding budget constraints.
The Role of InsightGig
Facilitating high quality on-time delivery of insights
InsightGig’s platform offered VNC Group an agile and efficient approach to address their market research needs. Here’s how we delivered:
1. Decoding the Need
We collaborated closely with VNC Group to translate their business objective into a detailed, high-quality research brief. By asking the right questions and clarifying key objectives, we ensured the Insight Partner fully understood the project’s requirements.
2. Finding a Match Quickly
The brief was shared with pre-vetted freelancers and boutique firms on the InsightGig network. Within 24 hours, we identified candidates whose expertise aligned perfectly with VNC’s needs.
3. Enabling Selection
Within a week, VNC Group selected a boutique firm specializing in market research for building materials, based on their high-quality proposal and proven expertise.
4. Bridging the Gap
To eliminate friction, InsightGig acted as a translator and facilitator between VNC Group and the Research Agency:
- Clarifying Expectations: InsightGig’s tech first approach and processes ensured that VNC and the agency aligned on the goals, scope, and timeline.
- Ensuring Alignment: Regular touchpoints were established to address any ambiguities and ensure that the agency delivered exactly what VNC needed.
- Streamlining Communication: Updates and feedback loops, allowing VNC to stay focused on their business while ensuring the research stays on track.
5. Hitting the Ground Running
The task force was completed with a fieldwork agency from the InsightGig network to execute the project. InsightGig ensured seamless coordination between VNC, the research agency, and the fieldwork agency, making the process efficient and frictionless.
The Outcome
VNC Group was able to make data-driven decisions swiftly and without friction
Timely Completion: The project was completed on schedule, with findings actionable within a week.
Cost Savings: By leveraging InsightGig’s platform, VNC Group achieved an estimated 25% savings compared to engaging large agencies.
Data-Driven Confidence: The results independently confirmed their market hypothesis, providing the confidence to move forward with the product launch.
Additional Consumer Insights: The study also uncovered valuable insights into consumer behavior, enriching VNC’s marketing and communication strategy.
Friction-Free Collaboration: InsightGig’s involvement ensured that the project was managed smoothly from start to finish, with clear communication and alignment across all stakeholders.
With this positive experience, VNC Group plans to continue using InsightGig for data-driven decision-making in future projects.
Why InsightGig
This case study highlights how InsightGig seamlessly connects organizations with the right expertise and acts as a bridge between businesses and agencies to ensure smooth, friction-free project execution.
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Company
VNC Group
Industry
Industrial Products
Company Type
Privately held materials manufacturer
Challenge
Conduct a robust concept test without exceeding budgets and timelines
InsightGig’s Solution
Facilitate on-time delivery of insights through seamless coordination between all parties
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