Customer Success Story
How VEED Used Mapster to
Discover Two Hidden Customer Segments
A video platform's journey from assumptions to data-driven segmentation using Mapster's user attribute filtering and PMF survey
The Discovery That Changed Everything
VEED, an AI video creation platform serving 10 million monthly users, thought they understood their customers. They had personas, user interviews, and analytics. But they were missing something crucial.
A comprehensive segmentation survey revealed a surprising truth: their single "Ideal Customer Profile" was actually two distinct segments with completely different needs.
This discovery fundamentally reshaped their product roadmap, marketing strategy, and success metrics.
The Challenge: Moving Beyond Assumptions
VEED's research team recognized that qualitative insights alone weren't enough. They needed quantitative data to validate their assumptions and make confident product decisions at scale.
What VEED Needed:
User Attribute Enrichment
Tag survey responses with user data from their database what users say with what they actually do (usage patterns, plan type, LTV, etc.).
Real-Time Segmentation Filtering
Compare results across customer segments instantly—filter by any user attribute without manual spreadsheet work.
Smart Survey Triggers
Target the right users at the right moment—auto-popups, manual triggers, or sticky buttons based on user behavior and context.
Why VEED Chose Mapster
Mapster's user attribute system and real-time filtering made it possible to segment responses instantly without any manual analysis work.
💡 Plus: Geographic analytics, and CSV export.
How VEED Used Mapster for Segmentation
Survey Design with Mapster
Survey Template Used
User Attributes Tracked
Segments Discovered
How VEED Set It Up:
Step 1: Created PMF Survey with Custom Questions
Used Mapster's Product Market Fit survey template and customized it with video-specific questions about their creation process, challenges, and outcomes.
Step 2: Enriched Responses with User Attributes
Passed user data automatically via Mapster's widget: user_id, plan, usage_frequency, signup_date, lifetime_value, and more.
💡 This connected survey feedback with actual user behavior from their database.
Step 3: Deployed with Manual Triggers
Used Mapster's manual trigger feature to show the survey at optimal moments—after users successfully rendered their 3rd video, ensuring respondents had enough experience to give meaningful feedback.
Mapster Features That Made It Possible
User Attribute Filtering
Filter survey responses by any attribute in real-time—plan type, usage frequency, signup date, LTV, location, etc.
💡 Instantly segment responses without manual spreadsheet work
Geographic Analytics
Visualize feedback on an interactive map to see PMF scores and responses by location, revealing geographic patterns.
💡 Discover if different regions have different needs
Manual Trigger with Context
Programmatically trigger surveys at the right moment with custom user data—post-feature usage, after milestones, or based on behavior.
💡 Ask feedback when users are most engaged and informed
CSV Export with Attributes
Export segmented data with all user attributes included for deeper analysis in your BI tools.
💡 Full data portability for custom analysis
The Breakthrough Discovery
"Two Distinct Segments with Different Needs"
What VEED thought was a single cohesive user base turned out to be two fundamentally different customer segments, each deriving value from VEED in completely different ways.
Segment A
Different use cases, challenges, and value drivers
Segment B
Different perspectives on AI innovations and feature needs
This discovery informed:
The Game-Changer: Real-Time Segmentation
"With Mapster's user attribute filters, we could instantly compare how different user segments responded to each question. What used to take us weeks of spreadsheet work now takes minutes."
— VEED Research Team
Mapster's real-time attribute filtering eliminated the extensive spreadsheet manipulation that's typical of most research projects. Instead of spending weeks exporting data and creating pivot tables, VEED could instantly filter by any user attribute and see how different segments compared.
❌ Before Mapster
- • Export survey data to CSV
- • Manually match with CRM data
- • Create pivot tables for each segment
- • Weeks of manual analysis
- • Outdated by the time insights arrive
✅ With Mapster
- • User data passed automatically via widget
- • Filter by any attribute in real-time
- • Visual analytics update instantly
- • Same-day actionable insights
- • Geographic map view included
Key Takeaways for Your Startup
Your ICP Might Be Multiple Segments
What looks like a single customer profile often contains distinct segments with different needs, motivations, and value drivers. Quantitative segmentation reveals this hidden complexity.
Connect Survey Data with Behavior Data
Use hidden URL parameters to enrich survey responses with CRM data. This connects what users say with what they actually do, revealing whether high-value customers have different needs than free users.
Combine Multiple Question Types
Use rating scales, multiple choice, and open-ended questions to get both quantitative and qualitative data. Then filter results by user attributes to see how different segments prioritize features.
Analysis Speed Matters
Tools with built-in segmentation analysis can reduce weeks of manual work to hours. Fast insights mean faster iteration and better product decisions.
Incentives Drive Quality Responses
VEED used a $10 gift card incentive and achieved 205 quality responses with a 13-minute median completion time. The investment in incentives pays off in data quality and completion rates.
How to Run Your Own Segmentation Survey
Define Your Research Questions
What do you need to know about your customers? Start with your hypotheses about segments, needs, and value drivers.
Structure Your Survey
Use multiple question types: multiple choice for quick insights, rating scales (1-10) for satisfaction, and open-ended questions for qualitative context. Mix demographics to enable powerful segmentation.
Enrich with CRM Data
Use URL parameters in case of link surveys and attributes for in product widget surveys to automatically tag responses with user IDs, plan types, usage data, or any other relevant information from your systems.
Target Active Users
Survey users who have enough experience with your product to give meaningful feedback. Aim for 200-500+ responses for statistical significance.
Analyze by Segment
Use automated segment comparison to see how different groups answer. Look for patterns that reveal distinct customer segments with different needs.
Run Your Own Segmentation Survey with Mapster
Use the same tool VEED used to discover hidden customer segments. Pass user attributes, filter responses in real-time, and get actionable insights fast.