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Drill had an idea for a new business process automation product but faced a familiar challenge: which audience actually needed it most?
Several potential customer segments could benefit from the product, but building first and discovering the wrong audience later would be costly. The team needed a way to identify the strongest market signal before committing to development.
Drill used Viable’s Product Test to validate the idea across multiple potential audiences.
The team defined several target segments and created tailored messaging and ads for each one. Each audience was directed to a dedicated landing page that clearly communicated:
Every landing page included a clear call to action—joining a waitlist—so visitors could demonstrate real intent.
Viable then tracked behavior across the entire funnel, including:
This allowed Drill to see not just who clicked, but who actually cared enough to act.
The Viable report combined ad performance data, landing page behavior, and audience insights to reveal which segment showed the strongest demand for the product concept.
Instead of guessing which market to pursue, Drill gained a clear signal about where the product resonated most and where it needed refinement, giving the team confidence about where to focus product development.
"Before building anything, we wanted to know which audience actually wanted this product. Viable gave us a clear signal on where the strongest demand existed and helped us move forward with confidence."
