The Challenge: Validating a New Product in the Crowded HR Tech Market
What types of extra-salary benefits do companies offer employees?
What software solutions do they currently use for human resources management?
What are the essential criteria for choosing a platform dedicated to employee engagement?
And, most importantly, do companies intend to invest in such new platforms in the next 3 years?
To answer these questions, Edenred conducted a market study to deeply understand the perceptions, needs, and priorities of decision-makers in Romanian companies regarding a new employee benefits platform.
The study analyzed the extent to which company decision-makers – General Managers, HR Managers, and Payroll and Benefits Managers – perceive the platforms used for benefits management, as well as their openness and expectations regarding a potential new solution on the market.
Research Objectives: Understanding the Needs and Priorities of HR Decision-Makers
Through this research, Edenred aimed to identify the potential for launching a modern employee benefits platform, in line with actual client needs and labor market trends.
The research pursued:
- Identification of perceived benefits of existing solutions and products – How company decision-makers evaluate the efficiency and utility of the benefits platforms and HR software they currently use.
- Exploration of willingness to adopt new solutions and triggering factors – What are the conditions and motivations that drive companies to invest in new platforms for employee engagement.
Why a Market Study is Crucial Before Any Product Launch
Before investing considerable time, resources, and budgets in developing a new product or service, it is extremely important to deeply understand the context in which it will be launched.
Market studies provide precise data about real customer needs, their expectations, and market dynamics, offering concrete information for strategic decisions. Here are three key benefits of conducting a market study before launch:
- Discovery of real market needs – You can build a product that solves concrete problems, not just assumptions.
- Reduction of investment risks – Product development investments are guided by real data and direct market validations.
- Clear positioning relative to competition – You understand where there is room for differentiation and what the triggering factors are for adopting a new solution.
Methodology: A Quantitative Survey of B2B Decision-Makers
For this project, MKOR conducted a quantitative study, using an online survey (CAWI), addressed to a relevant sample of decision-makers from Romanian companies.
- Target Market: Romania
- Target Audience: Companies with over 50 employees, existing clients and potential clients
- Research Type: primary
- Research Instrument: B2B Questionnaire
About Edenred: A Global Leader in Employee Benefits
Edenred is a global leader in payment and employee benefits solutions, offering digital tools that contribute to a more efficient and balanced relationship between employers, employees, and partner merchants.
With a presence in over 45 countries and a history of over 60 years, Edenred serves millions of users through a diverse range of services covering:
- Extra-salary benefits (meal vouchers, holiday vouchers, gift cards, etc.)
- Mobility and transport solutions
- Employee incentive and motivation programs
- Corporate payments and expense management
In Romania, Edenred is the main provider of employee benefits tickets and cards, connecting over 1.8 million beneficiaries with a vast network of merchants and partners.
The company consistently invests in digitalization and innovation, developing modern platforms that simplify benefits management and increase employee engagement.
Planning a Product Launch? Validate Your Idea with MKOR
Discover the authentic perspectives of your clients and transform your brand with MKOR! If you want to find out what customers think about your brand and how you position yourself relative to the competition, MKOR is your ideal partner.
With 12 years of experience in the Romanian market, we are an agile, dynamic, and adaptable market research agency for your project’s requirements.
We help you collect essential information about your brand to better understand customer preferences and identify opportunities for improvement.
Our team of consultants will collaborate closely with your company’s team to select the most suitable research methods, providing you with valuable and accurate results from the market you operate in.
We understand the importance of precise information and are here to provide you with updated data about your consumers. Explore the Clients & Case Studies section to learn more about our portfolio and the expertise we bring to each project.
Agile Research – Make Business Decisions Based on Real Data, Quickly and Efficiently
Do you want to test a product idea, understand real customer needs, or identify growth opportunities in a constantly changing context? Agile Research by MKOR offers you a flexible, fast, and results-oriented research framework.
With an approach adapted to agile methodologies, we collect data directly from consumers in a short time, so you can validate and adjust business decisions in real-time.
What are your advantages?
- Speed and flexibility: you get results in a few days, not weeks. Ideal for dynamic contexts or rapid decisions.
- Focus on action: insights are presented clearly, with immediately applicable recommendations.
- Continuous testing and validation: you can run multiple research sprints as your product or service evolves.
Planning a new product launch? Contact us for a personalized solution!
