Challenge
The customer insights and product teams at a large technology company were divided on one major go-to-market messaging question: should they position their offering as a unified platform or as a suite of best-of-breed solutions?
They came to GLG seeking to test both messages against real technology buyers in simulated buying scenarios so they could gain consensus on a decision.
The GLG Approach
GLG put together a service team that combined focused research methodologies with our best-in-class technology populations. We staffed a market research consultant as the leader of the project team and designed a study that included 15 qualitative phone interviews with IT decision makers (ITDMs) and a survey to be answered by 300 ITDMs who mirrored the interviewee population.
The populations included four segments: by region (U.S. and EU), by customer status, by organization size (1,000 to 4,999 vs. more than 5,000 full-time employees), and by current stage of cloud adoption. To fulfill this quota, GLG recruited ITDMs from several young, EU-based organizations to participate in the study.
The project team conducted the 15 phone interviews, launched the survey into market, analyzed the results, and provided a detailed report with the results.
Outcome
The final report settled the internal debate for our client, as the results showed that customers preferred the offering as a unified platform rather than a suite of products. The results also helped our client revise messaging in each target segment.
