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We typically begin working with our
vendor clients at the genesis of a new market opportunity. We approach a
new market by first capturing available existing (secondary) research
and then using in-depth interviews to develop specific insights into our
customer's opportunity. These interviews can include vendors, industry
thought leaders, and most importantly, early adopters of the products or
technology being deployed. By focusing on early adopters that "get it"
(understand the value of new technology solutions) first, we are able to
make predictions about how the rest of the market will react. Our early
adoption research method is designed to ferret out clues for market
success within the early adopter community by asking three basic
questions: |
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What do these customers already
understand that the rest of the market doesn’t yet "get"? |
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How representative are these early
adopters of the greater marketplace? |
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What will happen in the market once
everyone understands what these early adopters already know? |
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By staffing our projects with senior
level analysts, we focus on the quality of our discussions rather than
the sheer volume of interviews we complete. Some firms use low-level
employees to call hundreds of people and ask survey-style questions to
arrive at raw profiling figures. By contrast, we assign technology
experts--most of whom have strong line-of-business management
experience—to conduct wide-ranging, open-ended discussions that reveal
insights into buying criteria and how they vary among segments. Through
this qualitative research, we quickly and efficiently gain key insights
into the market's needs, factors that influence its buying and
implementation choices, and its preferences for features, solution
packaging, delivery channels, and support.
Speed
is frequently a factor with our clients, and we typically complete
projects in 4-8 weeks.
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