Customer Perception
Case Study #1: Testing Customer Perception
CHALLENGE: A Fortune 500 firm needed to evaluate potential market acceptance of its new high-end tape drive and to determine how to best position it in the marketplace.
SOLUTION: Carol conducted a research project to investigate the needs of midrange high-end tape customers, the challenges of migration and the potential market acceptance of the new product. She conducted 30 interviews with potential customers, completed analysis, wrote a report, and provided practical recommendations. As a result of this research, the client was able to determine how to best position and launch its new product.