In Visma, we aim to create technology that people enjoy. We’ve had a common and structured way of doing this since 2012, when we started with NPS.

For a company to know their return on investment in product development it is vital they mature in product-led thinking. But knowing what matters can be hard. Building the right things means building the products and features that deliver value to people, either by reducing cost (including time) or increasing revenue. We should be able to see if we have built the right things through the adoption of the things and the willingness to pay for the things. Proven methodologies show that a combination of quantitative and qualitative methodologies are necessary to succeed with this.

In a SaaS world, technological development forces us to rethink how we work to understand our users. We know there’s a connection between pNPS and growth rate (source: VISDOM). In other industries, we see game-changing companies completely dominating their respective fields simply by understanding their user needs. Understanding users is a necessity to become and stay a competitive tech company.

With Product Analytics we make it easier by empowering Visma teams with scalable and reliable data and insights around user intent, so they can build the right things and make progress happen, from shaping strategy to executing it in product teams.‍

We currently focus on finding out user intent in two ways:
- by asking people and
- by observing behaviour.