Developing Technical Support Requirements
Challenge
A major technology care company was increasing their B2B solutions via partnerships with various telecommunication companies. There was a need to gain new insights on the value proposition to support communication of B2B products to Tech decision makers.
Approach
M/A/R/C® conducted exploratory qualitative research among small and medium-sized business owners and tech decision makers nationwide.
- Six, 45-minute online Mini-Groups each included 3 – 4 Executive decision makers for wireless services and device logistics (provision, repairs, replacement, etc.).
- Discussion was focused on uncovering the important aspects and considerations in purchasing wireless device repair, phone protection, tech protection, and tech support.
- As part of the exploration, respondents were asked to evaluate two concepts, providing valuable feedback on how they are relevant/not relevant, motivating/not motivating and valued for monetization strategy.
Outcome
- The client utilized the results of the research to support quantitative concept testing and provide the voice of the target audience (VOC) to product development stakeholders.
- Interviews supported the refinement of concepts, pricing and research questions, allowing more precise survey questions and hypotheses.
- VOC supported strategic decisions for the overall development of the product/service.