Enhancing Marketing Results
Clients and customers have approached me on how they can sell more product or service. The issue is framed as a problem with a desired outcome - "I want to sell these new line cards that have been commercially-released; how can I do that most effetively?"
At International Orange, we have steered clients to adopt a marketing framework based on customized market research. The objective is to get to your target customers quickly and survey them to identify "pain points", buying thresholds, perceptions and needs. It used to be an expensive effort to do this well. Recently, specialized panels have become available from leading research firms to enable high tech companies to conduct qualitative research. Such research is ideal for market studies of early adoptors or new markets and segments.
I am always impressed with the type of results we get when we conduct telephone interviews of well-targetted recruits - the people you interview who fit the target market of your study. We have received return-on-investment calculations for networking products that vendors would love to see.
The upshot is, high-tech companies can now be more effective in developing customer-facing programs by incorporating customized market research results. Actually, the results drive the program which increases its chance of success.