---
title: "Product opportunity research for a communications software company | antedote"
description: "Jobs-to-be-done research for a software company: in-depth interviews with PR professionals, then journalists, in two markets, with personas and a jobs map."
url: "https://antedote.com/explore-our-work/product-opportunities-for-a-software-platform/"
author: "antedote"
---

# Mapping where a communications software platform could do more

Communications teams already have software for following the media. A software company wanted to know where its platform could do much more for them, so we started from the work itself.

**Client**
Marketing technology company

**Industry**
Software

**Markets**
Two markets

**Kind of work**
Innovation and concept development

**Our role**
Jobs-to-be-done research with PR professionals, then journalists, in two markets

## What happened next

After the first program with PR professionals, the company brought us back to do the same with journalists.

## The question

PR teams lean on software for much of their week, and this company’s platform was built for them. It wanted to find where the platform could do much more.

Feature requests would only describe the product people already knew. So the team wanted to start from the work itself: what PR professionals are trying to get done, where their tools help, where they fall short, and which of those jobs offered the most room to grow.

## Our approach

We used a jobs-to-be-done approach, in in-depth interviews with PR professionals in two markets. Keeping each conversation on real tasks is where the opportunities show.

From the interviews we built a map of the jobs and a set of personas. Then we brought the client team into a gallery walk, with the material laid out so the team could move through it and decide together where to focus.

With journalists, the other side of every PR relationship, we explored how online tools fit into the way they work.

## What the team came away with

The product team had both sides of the PR relationship in one view: jobs-to-be-done maps and personas for PR professionals and for journalists, with guidance on which job areas to take on first.

Who we heard from

PR professionals, then journalists, in two markets

## Related work

[View innovation and concept development case studies](https://antedote.com/explore-our-work/?work=Innovation%20and%20concept%20development#library)

- Consumer technology

    ### [Choosing the services to build around a device portfolio](https://antedote.com/explore-our-work/consumer-electronics-services-vision/)

- Enterprise technology

    ### [Deciding whether to offer workplace hardware as a service](https://antedote.com/explore-our-work/workplace-hardware-business-model/)

    Two years later, the client’s own account of the program called the work the catalyst for opening up a new revenue stream.

**What we do**
[Innovation](https://antedote.com/what-we-do/innovation/)

## Deciding where to grow, or what to develop?

Bring an ambition or an early idea, and we’ll talk through where to start.

[Talk to us](https://antedote.com/talk-to-us/) · [hello@antedote.com](mailto:hello@antedote.com)

A partner or director will reply.