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Client Story

How a new audio startup differentiated itself in a dolby and sony-dominated market with a disguised demo conversion quiz

Client Story

How a new audio startup differentiated itself in a dolby and sony-dominated market with a disguised demo conversion quiz

Client Story

How a new audio startup differentiated itself in a dolby and sony-dominated market with a disguised demo conversion quiz

Discover this case study

About the Audio Tech Brand?

Meet the brand

The Challenge

The problem to solve

The Collaboration

Our strategic approach

The Result

The outcome achieved

Discover this case study

About the Audio Tech Brand?

Meet the brand

The Challenge

The problem to solve

The Collaboration

Our strategic approach

The Result

The outcome achieved

SaaS provider competing with Dolby in the audio tech industry

This Quiz will help us save 2 million in projected campaign ad spend.

Discover this case study

About the Audio Tech Brand?

Meet the brand

The Challenge

The problem to solve

The Collaboration

Our strategic approach

The Result

The outcome achieved

SaaS provider competing with Dolby in the audio tech industry

This Quiz will help us save 2 million in projected campaign ad spend.

Here’s what we observed:

The product demo sat several scrolls down the homepage, meaning many visitors never encountered it.

01

Even when the pricing model was freemium and offered a generous first experience, users weren’t downloading it.

03

The website messaging echoed the same category language used by larger brands like Dolby Atmos and Sony, which led the ICP to question why they should switch from established giants to a startup, even if the product was free.

02

As a result, a product capable of delivering cinematic, spatial audio wasn’t being experienced or understood with the distinction it deserved.

Here’s what we observed:

The product demo sat several scrolls down the homepage, meaning many visitors never encountered it.

01

Even when the pricing model was freemium and offered a generous first experience, users weren’t downloading it.

03

The website messaging echoed the same category language used by larger brands like Dolby Atmos and Sony, which led the ICP to question why they should switch from established giants to a startup, even if the product was free.

02

As a result, a product capable of delivering cinematic, spatial audio wasn’t being experienced or understood with the distinction it deserved.

Here’s what we observed:

400+ products

The product demo sat several scrolls down the homepage, meaning many visitors never encountered it.

01

Space Constraints

Even when the pricing model was freemium and offered a generous first experience, users weren’t downloading it.

03

The website messaging echoed the same category language used by larger brands like Dolby Atmos and Sony, which led the ICP to question why they should switch from established giants to a startup, even if the product was free.

02

As a result, a product capable of delivering cinematic, spatial audio wasn’t being experienced or understood with the distinction it deserved.

Here’s what we observed:

400+ products

The product demo sat several scrolls down the homepage, meaning many visitors never encountered it.

01

Space Constraints

Even when the pricing model was freemium and offered a generous first experience, users weren’t downloading it.

03

The website messaging echoed the same category language used by larger brands like Dolby Atmos and Sony, which led the ICP to question why they should switch from established giants to a startup, even if the product was free.

02

As a result, a product capable of delivering cinematic, spatial audio wasn’t being experienced or understood with the distinction it deserved.

Our client’s product team had already done thoughtful work to define their ideal customer (serious gamers who care deeply about performance, immersion, and a competitive edge).

Where things became less clear was in how the messaging framed the comparison. The positioning assumed gamers were weighing our client’s product against regular stereo sound. But in reality, gamers were benchmarking it against what they already knew and trusted:

Dolby Atmos

Sony 360

HRTF is built into their existing setup

THE POSITIONING GAP

This fab product was being positioned against regular stereo sound. While interviews and ground research showed something different:

Gamers weren’t comparing it to stereo at all.

They already had HRTF-based, advanced audio technologies in their setup.

So they assumed their existing tech was already better. That’s why, even though the product was free, it wasn’t getting attention.

Our client’s product team had already done thoughtful work to define their ideal customer (serious gamers who care deeply about performance, immersion, and a competitive edge).

Where things became less clear was in how the messaging framed the comparison. The positioning assumed gamers were weighing our client’s product against regular stereo sound. But in reality, gamers were benchmarking it against what they already knew and trusted:

Dolby Atmos

Sony 360

HRTF is built into their existing setup

THE POSITIONING GAP

This fab product was being positioned against regular stereo sound. While interviews and ground research showed something different:

Gamers weren’t comparing it to stereo at all.

They already had HRTF-based, advanced audio technologies in their setup.

So they assumed their existing tech was already better. That’s why, even though the product was free, it wasn’t getting attention.

Our client’s product team had already done thoughtful work to define their ideal customer (serious gamers who care deeply about performance, immersion, and a competitive edge).

Where things became less clear was in how the messaging framed the comparison. The positioning assumed gamers were weighing our client’s product against regular stereo sound. But in reality, gamers were benchmarking it against what they already knew and trusted:

Dolby Atmos

Sony 360

HRTF is built into their existing setup

THE POSITIONING GAP

This fab product was being positioned against regular stereo sound. While interviews and ground research showed something different:

Gamers weren’t comparing it to stereo at all.

They already had HRTF-based, advanced audio technologies in their setup.

So they assumed their existing tech was already better. That’s why, even though the product was free, it wasn’t getting attention.

Our client’s product team had already done thoughtful work to define their ideal customer (serious gamers who care deeply about performance, immersion, and a competitive edge).

Where things became less clear was in how the messaging framed the comparison. The positioning assumed gamers were weighing our client’s product against regular stereo sound. But in reality, gamers were benchmarking it against what they already knew and trusted:

Dolby Atmos

Sony 360

HRTF is built into their existing setup

THE POSITIONING GAP

This fab product was being positioned against regular stereo sound. While interviews and ground research showed something different:

Gamers weren’t comparing it to stereo at all.

They already had HRTF-based, advanced audio technologies in their setup.

So they assumed their existing tech was already better. That’s why, even though the product was free, it wasn’t getting attention.

Our first step:

Position the product against existing HRTF technologies instead of regular stereo sounds.

That insight prompted a rethink of the positioning approach. Rather than leading with a pitch, we needed a way to earn attention first and let differentiation emerge naturally.

Our first step:

Position the product against existing HRTF technologies instead of regular stereo sounds.

That insight prompted a rethink of the positioning approach. Rather than leading with a pitch, we needed a way to earn attention first and let differentiation emerge naturally.

The

Collaboration

Audio Tech Brand and Nomads

Collaboration

The

Collaboration

Audio Tech Brand and Nomads

Collaboration

Strategy: A Search-Optimized Entry Point for Top-of-the-Funnel Traffic

Since the product was free, the goal was to scale freemium users so the company could sell licensing to bigger giants like Apple. A personality quiz was the fastest way to attract high-volume participation.

Strategy: A Search-Optimized Entry Point for Top-of-the-Funnel Traffic

Since the product was free, the goal was to scale freemium users so the company could sell licensing to bigger giants like Apple. A personality quiz was the fastest way to attract high-volume participation.

Developed a Persona-Driven Quiz Experience that also positions our product against existing alternatives

Developed a Persona-Driven Quiz Experience that also positions our product against existing alternatives

We structured the quiz to reposition the product in a category where HRTF and immersive audio already exist, exposing the gap between what players assumed they were experiencing and what was actually possible.

That contrast created the “aha” moment that made switching feel logical.

Behind the scenes, quiz responses mapped users to one of eight personas. These personas were grouped under two broad motivations.

Competitive players included Vanguard, Champion, and Tactician.

Immersive players included Hero, Legend, Warden, Adventurer, and Architect.

We structured the quiz to reposition the product in a category where HRTF and immersive audio already exist, exposing the gap between what players assumed they were experiencing and what was actually possible.

That contrast created the “aha” moment that made switching feel logical.

Behind the scenes, quiz responses mapped users to one of eight personas. These personas were grouped under two broad motivations.

Competitive players included Vanguard, Champion, and Tactician.

Immersive players included Hero, Legend, Warden, Adventurer, and Architect.

This structure was deliberate.

Eight personas allowed the experience to feel specific without over-fragmenting the audience. It balanced relevance with scale.

Each persona was shaped using observed behavior from gaming communities, patterns in play motivation such as adrenaline, mastery, and escapism, and supporting insights from gamer psychology research.

This structure allowed us to surface the hidden gap between what players thought their current HRTF-enabled headset was delivering and what immersive audio could actually unlock, creating the “aha” moment that opened them up to considering an alternative.

This structure was deliberate.

Eight personas allowed the experience to feel specific without over-fragmenting the audience. It balanced relevance with scale.

Each persona was shaped using observed behavior from gaming communities, patterns in play motivation such as adrenaline, mastery, and escapism, and supporting insights from gamer psychology research.

This structure allowed us to surface the hidden gap between what players thought their current HRTF-enabled headset was delivering and what immersive audio could actually unlock, creating the “aha” moment that opened them up to considering an alternative.

By dividing the audience this way, we could position the product differently for each path, highlighting a competitive advantage for one and a deeper immersive experience for the other. This allowed us to personalise messaging according to use-case

By dividing the audience this way, we could position the product differently for each path, highlighting a competitive advantage for one and a deeper immersive experience for the other. This allowed us to personalise messaging according to use-case

Smart Profiling

Names such as Tactician and Seeker were based on how people play and why. Every question was short, playful, and designed to segment users with intent without the gamers realizing they were being segmented.

Smart Profiling

Names such as Tactician and Seeker were based on how people play and why. Every question was short, playful, and designed to segment users with intent without the gamers realizing they were being segmented.

Soft Introduction

And the final question? It quietly introduced the concept of sound immersion, setting up the next part of the funnel.

How we designed the experience

We designed the flow so users don’t feel pitched.

Instead of pushing the product upfront, the questions are built to feel familiar, visual, and curiosity-led. They invited users to reflect on their tastes, preferences, and experiences first, without introducing the product as a “solution.”

This lowers resistance, and encourages more users to complete the quiz.

Soft Introduction

And the final question? It quietly introduced the concept of sound immersion, setting up the next part of the funnel.

How we designed the experience

We designed the flow so users don’t feel pitched.

Instead of pushing the product upfront, the questions are built to feel familiar, visual, and curiosity-led. They invited users to reflect on their tastes, preferences, and experiences first, without introducing the product as a “solution.”

This lowers resistance, and encourages more users to complete the quiz.

Connecting their Gaming Preferences to Product With Targeted Messaging

By the time players reached the results page, the experience already felt tailored to them. From there, the product was introduced in a way that respected that momentum.

Each result page is designed to:

Connecting their Gaming Preferences to Product With Targeted Messaging

By the time players reached the results page, the experience already felt tailored to them. From there, the product was introduced in a way that respected that momentum.

Each result page is designed to:

Gameplay Shift

A subtle shift in context from “this is the kind of player you are” to “here’s how your gameplay could feel even better.”

Gameplay Shift

A subtle shift in context from “this is the kind of player you are” to “here’s how your gameplay could feel even better.”

Objection Handling

And we answered the biggest push-backs directly:

“Don’t most games already do this?”
“Isn’t my $300 headset enough?”

And we answered the biggest push-backs directly:

“Don’t most games already do this?”

“Isn’t my $300 headset enough?”

To put it simply, we aimed at just one clear shift in perspective:

Volume effects are great, but our client’s product places sound accurately in the environment, which changes with position, distance, and movement.

That’s the difference our client’s product makes.

Objection Handling

And we answered the biggest push-backs directly:

“Don’t most games already do this?”
“Isn’t my $300 headset enough?”

To put it simply, we aimed at just one clear shift in perspective:

Volume effects are great, but our client’s product places sound accurately in the environment, which changes with position, distance, and movement.

That’s the difference our client’s product makes.

Designed an Objection Handling Email Sequence

Not every player was ready to download immediately.

So we created a short email sequence to keep the conversation going. Each email focused on just one question. One hesitation. One reason they might not take action yet. The emails address objections raised directly in user interviews, where players explained why they weren’t downloading.

Designed an Objection Handling Email Sequence

Not every player was ready to download immediately.

So we created a short email sequence to keep the conversation going. Each email focused on just one question. One hesitation. One reason they might not take action yet. The emails address objections raised directly in user interviews, where players explained why they weren’t downloading.

Designed an Objection Handling Email Sequence

Not every player was ready to download immediately.

So we created a short email sequence to keep the conversation going. Each email focused on just one question. One hesitation. One reason they might not take action yet. The emails address objections raised directly in user interviews, where players explained why they weren’t downloading.

The emails address questions like:

“Isn’t my headset already doing the job?”

“Don’t companies like Dolby and Sony already offer this?”

“How is this different from what I already use?”

Instead of relying on technical specifications, the emails use simple scenarios and storytelling to help players recognize the gap between hearing sound and being immersed in it.

Each email closes with a low-pressure invitation to try our client’s product for free.

The emails address questions like:

“Isn’t my headset already doing the job?”

“Don’t companies like Dolby and Sony already offer this?”

“How is this different from what I already use?”

Instead of relying on technical specifications, the emails use simple scenarios and storytelling to help players recognize the gap between hearing sound and being immersed in it.

Each email closes with a low-pressure invitation to try our client’s product for free.

The emails address questions like:

“Isn’t my headset already doing the job?”

“Don’t companies like Dolby and Sony already offer this?”

“How is this different from what I already use?”

Instead of relying on technical specifications, the emails use simple scenarios and storytelling to help players recognize the gap between hearing sound and being immersed in it.

Each email closes with a low-pressure invitation to try our client’s product for free.

This project was about helping a strong product communicate its value more clearly in a crowded category.

Instead of starting with features, we started with the ideal customer’s behavior. We used curiosity, relevance, and a deep understanding of how gamers think to guide them, step by step, toward what they cared about.

By leading with behavior rather than features, the funnel served as a personalized, disguised demo. The product experience was brought forward in a way that felt natural to each player.

Every part of the funnel was intentional.

They were about to scale traffic through their GTM motion and reach thousands more players. But with weakened positioning, more traffic would not have produced more sign ups. It would have amplified a message–market fit problem. Many companies try to fix slow growth by increasing volume. When the message is misaligned, that only drains ad spend and team energy while conversion remains flat.

Instead of increasing volume, we strengthened their positioning. Here’s how:

The eight-persona structure increases relevance without adding friction.

The results pages rebuild belief.

The emails resolve hesitations without force.

The structure we built here is not a one-off ‘thing’. It’s a framework that works for any product team trying to spark interest, build trust, and create traction, especially in categories where attention is hard to win.

This project was about helping a strong product communicate its value more clearly in a crowded category.

Instead of starting with features, we started with the ideal customer’s behavior. We used curiosity, relevance, and a deep understanding of how gamers think to guide them, step by step, toward what they cared about.

By leading with behavior rather than features, the funnel served as a personalized, disguised demo. The product experience was brought forward in a way that felt natural to each player.

Every part of the funnel was intentional.

They were about to scale traffic through their GTM motion and reach thousands more players. But with weakened positioning, more traffic would not have produced more sign ups. It would have amplified a message–market fit problem. Many companies try to fix slow growth by increasing volume. When the message is misaligned, that only drains ad spend and team energy while conversion remains flat.

Instead of increasing volume, we strengthened their positioning. Here’s how:

The eight-persona structure increases relevance without adding friction.

The results pages rebuild belief.

The emails resolve hesitations without force.

The structure we built here is not a one-off ‘thing’. It’s a framework that works for any product team trying to spark interest, build trust, and create traction, especially in categories where attention is hard to win.

This project was about helping a strong product communicate its value more clearly in a crowded category.

Instead of starting with features, we started with the ideal customer’s behavior. We used curiosity, relevance, and a deep understanding of how gamers think to guide them, step by step, toward what they cared about.

By leading with behavior rather than features, the funnel served as a personalized, disguised demo. The product experience was brought forward in a way that felt natural to each player.

Every part of the funnel was intentional.

They were about to scale traffic through their GTM motion and reach thousands more players. But with weakened positioning, more traffic would not have produced more sign ups. It would have amplified a message–market fit problem. Many companies try to fix slow growth by increasing volume. When the message is misaligned, that only drains ad spend and team energy while conversion remains flat.

Instead of increasing volume, we strengthened their positioning. Here’s how:

The eight-persona structure increases relevance without adding friction.

The results pages rebuild belief.

The emails resolve hesitations without force.

The structure we built here is not a one-off ‘thing’. It’s a framework that works for any product team trying to spark interest, build trust, and create traction, especially in categories where attention is hard to win.

This project was about helping a strong product communicate its value more clearly in a crowded category.

Instead of starting with features, we started with the ideal customer’s behavior. We used curiosity, relevance, and a deep understanding of how gamers think to guide them, step by step, toward what they cared about.

By leading with behavior rather than features, the funnel served as a personalized, disguised demo. The product experience was brought forward in a way that felt natural to each player.

Every part of the funnel was intentional.

They were about to scale traffic through their GTM motion and reach thousands more players. But with weakened positioning, more traffic would not have produced more sign ups. It would have amplified a message–market fit problem. Many companes try to fix slow growth by increasing volume. When the message is misaligned, that only drains ad spend and team energy while conversion remains flat.

Instead of increasing volume, we strengthened their positioning. Here’s how:

The eight-persona structure increases relevance without adding friction.

The results pages rebuild belief.

The emails resolve hesitations without force.

The structure we built here is not a one-off ‘thing’. It’s a framework that works for any product team trying to spark interest, build trust, and create traction, especially in categories where attention is hard to win.

Let’s create a Conversion Quiz Ecosystem™ that delivers a tailored, under-5-minute demo showing exactly why prospects should SWITCH to your product

Book a call with Alefiya now

Let’s create a Conversion Quiz Ecosystem™ that delivers a tailored, under-5-minute demo showing exactly why prospects should SWITCH to your product

Book a call with Alefiya now

“Isn’t my headset already doing the job?”

Don’t companies like Dolby and Sony already offer this?”

“How is this software any different from what I already use?”

And instead of arguing with facts or piling on features, we told stories.

The tone was casual and clear, a reminder that they were only getting half the experience without 3D spatial sound.

Every message ended with a soft CTA to download our client’s product for free not a direct sales pitch, just an invitation to try it.

“Isn’t my headset already doing the job?”

Don’t companies like Dolby and Sony already offer this?”

“How is this software any different from what I already use?”

And instead of arguing with facts or piling on features, we told stories.

The tone was casual and clear, a reminder that they were only getting half the experience without 3D spatial sound.

Every message ended with a soft CTA to download our client’s product for free not a direct sales pitch, just an invitation to try it.