The client was a leader in home and office computer software.
The client wanted to learn more about its corporate mid-market customers, their IT environment, and how they manage technology resources and deploy software. Additionally, the client wanted to know more about how these customers view the company's products and which value propositions were most persuasive.
KRC Research conducted qualitative research among mid-market customers segmented by how many PC's their company used.
The research provided the client with its first glimpse into the corporate technology environment and the behavior of its mid-market customers. The focus groups offered insights into mid-market technology priorities, budgets and strategy, as well as insights into which aspects of the client product value proposition resonated best with each audience.