Context
Turno is a US marketplace that connects cleaners with hosts of short-term rentals. With almost no marketing, the product started being used in Europe.
Research question: what barriers would the product face in Europe, and is this market worth investing in?
Approach
Revenue data showed where usage was growing, but not what could hold it back. To hear from people running the operation, in their own language, I guided members of the localization team to run interviews in German and Italian.
Findings
The biggest barrier was regulatory.
What held the product back in Europe most were regulatory requirements, along with technical issues. Not cultural differences or how people used the product.
Outcome
The result wasn’t what leadership expected, but it made the risks clear and discouraged investment in the project.
More than the finding, the work gave the team direction. It also showed that, with guidance, the localization team can take research into the users’ language.
Some details have been omitted for confidentiality.