Case Study

How to Open Markets and Enhance Products with Customer Insight

Get Unbiased Insight through Customer Journey Mapping and Message Testing

Overview

GLG developed all the necessary discussion guides to drive the focus group conversations. Each guide was tested and iterated with the client.

Targeted Expertise:
GLG recruited and connected the client with experts, including cloud solution architects; dev ops; C-suite executives in niche verticals such as digital service providers; and hyperscale cloud service providers.

Exclusive Insights:
GLG collected and synthesized the findings and conclusions to develop a 60-page report with recordings and transcripts made available for each of the six virtual focus group sessions.

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Challenge
GLG's client, a semiconductor giant, wanted to explore the software-based data center market space to enhance its existing portfolio. The client wanted to identify the biggest challenges, how sustainability fit into this space, and the best criteria for selecting suppliers. The client also wanted to understand the solution's key product characteristics and what existing or potential players exist in the space.

The GLG Approach
GLG worked with the client to conduct six virtual focus group discussions, each lasting two hours, in the United States and Europe, Middle East, and Africa. The research team developed a discussion guide to drive the conversations and recruited experts from the client's target personas and verticals to participate.

Outcome
GLG's virtual focus group discussions allowed the client to capture real-time feedback from key customers. This helped the client identify major challenges in this space and understand how to reposition itself in the minds of target customers.

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