Case Study: HERE uses Pulsar Platform to uncover gender insights for better location and navigation product development

Using Social Media for Product Development and Innovation a Case Study With Here in Navigational Apps

HERE, the open location platform company, wanted to understand why its consumer mapping app had a strong male skew and how it could better serve women, too. To investigate whether the imbalance was a category, brand, product, or mixed issue, HERE partnered with Pulsar Platform and its research arm, FACE, using Pulsar’s audience intelligence and social listening tools.

Pulsar Platform analysed 1 million social media posts across Twitter, forums, blogs and review sites, then validated findings with eight focus groups in the US and Germany. The research showed women talked 18% less about maps and mapping apps, while men and women differed in navigation behavior, safety concerns, and sharing habits; HERE used these insights to prioritize new product features, set KPIs, and shape its product roadmap with ten opportunities to reduce the gender gap and improve product fit for female users.

HERE

Anja Niehof

HERE