Using Pendo for quantitative + qualitative research to triangulate on funnel leaks

Our product team has a problem: a premium feature is only used by 30% of accounts paying for it. This looked like an onboarding problem so we launched some Pendo guides.
Result: nothing. We dug deeper into Pendo data, found some unique sub-cohorts, recruited these users using Pendo guides for qualitative research, and completely changed our strategy for addressing this leak.
This talk will walk through the war story and tactics used.