LinkedIn is the world's largest professional network on the internet. It is used to find jobs or internships, connect and strengthen professional relationships, and learn the skills needed for career success. It can be accessed from a desktop, LinkedIn mobile app, mobile web experience, or the LinkedIn Lite Android mobile app.
The LinkedIn team was interested in discovering why subscribers drop off after initial usage. They wanted Speck’s research team to create and conduct user studies with successfully engaged subscribers to understand their usage journey & why they stayed premium customers.
The research focused on usage and experiences across three user segments (Career Builders, Career Keepers & Small Business Owners
Speck Design’s Insights & Strategy team conducted a series of focus groups, 1-on-1 interviews & telephone interviews. The range of participants was recruited internally by LinkedIn, across three key segments:
In-person interviews were conducted in Los Angeles and San Francisco.
Speck's research team interviewed and analyzed LinkedIn Premium users from three segments to discover the key activities and their reactions to LinkedIn premium features. The findings were used to reveal the benefits, perceived benefits, issues, or perceived issues users from each category got from LinkedIn premium. The findings were then synthesized into potential marketing messages for each cohort.
“For me, it’s more about growing my network, tapping people I don’t know, vs. maintaining it. To maintain, I typically use regular email because it’s easier to reach them that way.”
“Once you have a job, LI is most helpful for connecting with anyone in roles like mine who want to share what it takes, what they’ve learned, in order to make us all better. Grows your list of colleagues.”
“Getting new clients is the #1 goal; that’s my bottom line. Also important to ongoing land customers and just continue to grow as a company.”
Professional goals revolve around building sales & advancing career
LI is heavily used & vital to biz dev success
Business goals revolve around growing professionally
CK respondents were less focused on direct sales
LI is typically used more sporadically.
SMBs are all about growth; networking is vital.
Position as a critical tool in generating business opportunities and leads
With CKs, highlight opportunities for professional growth & nurturing their network.
Premium can help SMBs generate business opportunities and leads
LinkedIn is the world's largest professional network on the internet. It is used to find jobs or internships, connect and strengthen professional relationships, and learn the skills needed for career success. It can be accessed from a desktop, LinkedIn mobile app, mobile web experience, or the LinkedIn Lite Android mobile app.
The LinkedIn team was interested in discovering why subscribers drop off after initial usage. They wanted Speck’s research team to create and conduct user studies with successfully engaged subscribers to understand their usage journey & why they stayed premium customers.
The research focused on usage and experiences across three user segments (Career Builders, Career Keepers & Small Business Owners
Speck Design’s Insights & Strategy team conducted a series of focus groups, 1-on-1 interviews & telephone interviews. The range of participants was recruited internally by LinkedIn, across three key segments:
In-person interviews were conducted in Los Angeles and San Francisco.
Speck's research team interviewed and analyzed LinkedIn Premium users from three segments to discover the key activities and their reactions to LinkedIn premium features. The findings were used to reveal the benefits, perceived benefits, issues, or perceived issues users from each category got from LinkedIn premium. The findings were then synthesized into potential marketing messages for each cohort.
“For me, it’s more about growing my network, tapping people I don’t know, vs. maintaining it. To maintain, I typically use regular email because it’s easier to reach them that way.”
“Once you have a job, LI is most helpful for connecting with anyone in roles like mine who want to share what it takes, what they’ve learned, in order to make us all better. Grows your list of colleagues.”
“Getting new clients is the #1 goal; that’s my bottom line. Also important to ongoing land customers and just continue to grow as a company.”
Professional goals revolve around building sales & advancing career
LI is heavily used & vital to biz dev success
Business goals revolve around growing professionally
CK respondents were less focused on direct sales
LI is typically used more sporadically.
SMBs are all about growth; networking is vital.
Position as a critical tool in generating business opportunities and leads
With CKs, highlight opportunities for professional growth & nurturing their network.
Premium can help SMBs generate business opportunities and leads
