Building a UK Brand

In a market long dominated by Sage, Xero started as a small player with a steep uphill climb. We knew the key to unlocking growth lay in profiling current users and understanding the hidden resistance among competitor users. By diving deep into user behaviours, our qualitative development techniques didn’t just provide insights for the moment — they’ve been shaping Xero’s strategy for four years and counting.

Our hybrid research across accountants and business owners was driven by one principle: listen, don’t lead. This approach uncovered rich insights into what motivates these distinct audiences, revealing the underlying drivers shaping their decisions. These findings formed the backbone of Xero’s insight-led strategy, providing clarity on how to position themselves in a crowded market.

We didn’t take the easy road. From the outset, our analysis delved into key archetype traits to help Xero define their strongest market positioning. Engaging the accountant audience—often considered tough to recruit and even harder to engage—was a challenge we embraced. Through successive waves of qualitative conversations, we’ve uncovered a nuanced understanding of how accountants and business owners perceive themselves, their roles, and how Xero can meaningfully support them in their day-to-day operations.

Our insights gave Xero the confidence to expand their reach, challenge the market leader, and build a brand that resonates deeply with both accountants and business owners. The clarity we’ve provided has empowered Xero to refine their messaging and product development, positioning them for sustainable growth and continued success in a competitive market.