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View IDC
India User Research Reports 2006-07 |
The one thing that defines
the technology industry is its dynamism. Frequent changes
in products and their characteristics are very common in
the IT and Telecom industry. Sometimes, the usage of
products and services changes almost overnight. In such a
fast changing and growing market, the key for long-term
success is to know the customers. Any sales or marketing
strategy is incomplete and ineffective without a thorough
understanding of the users/potential users of the
products/ services in question.
IDC India User Research Group caters to this critical
need of IT & Telecom companies. With deep
understanding of both individual and commercial users,
along with a strong command on research techniques, this
group helps clients overcome the toughest challenge of
winning over the customers.
This is a horizontal group of IDC India that spans
across all product and service categories. Both IT and
Telecom products are researched in this group. The major
segments handles by by this group are PCs, Printers,
Servers, Laptops, Storage, IT Services, Telecom Services
(GSM / CDMA / POTS), Value-Added Services, Mobile
Handsets, Telecom Equipment, Datacom Equipment, Smart
Cards, etc.
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Several research approaches are used
by this group, depending on the research product,
segment and market characteristics. Broad
classification of the genre of the most commonly done
studies are Usage & Attitude, Segmentation, Need
Profiling, Concept / Product Testing, Buying Behaviour,
Market Communication, Customer Satisfaction, Employee
Satisfaction, Estimation & Projection, Spending
Pattern, etc. The group studies all types of users
including individuals, households, small business, SMB,
large corporate, as well as government and education
segments.
The group has specialized teams to conduct
different types of studies--Quantitative, Qualitative,
Mystery Shopping, etc. An unparalleled team of field
and operations people is always on its toes for these
studies. High-end statistical analyses like Conjoint
analysis, Multi-dimensional scaling, Correlation and
Regression, Correspondence analysis, Factor analysis,
etc, are commonly used in these studies to identify
the hidden and unseen trends and characteristics, with
an aim to provide most actionable feedback to the
client. |
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If you know your customer, half your
work is done. This group provides the clients with
this unique advantage of user understanding, which
makes the job of the sales, marketing and strategy
managers much easier. Here are a few advantages:
- Minimize Cost in Long Term (costs of making a
wrong decision far outweigh the costs of using
market research to confirm or dispel managers'
beliefs).
- Get competitive Advantage of Knowledge
- Select the product / marketing ideas that
clicks, not that sounds good.
- Retain valued customers
- Expand business by identifying new pasture
- Compare yourself with Industry benchmarks and
take necessary actions
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View IDC
India User Research Reports 2006-07 |
