B2B Audiences: Typical Engagements
Small Business Segmentation: Business Information Services
A popular online information service selected ConStat to perform quantitative research to effectively segment the small business market. This analysis was based on needs, attitudes, motivations and intended behaviors toward information services in general and specifically toward Web-based intelligence products and services. Furthermore, ConStat sought to identify the greatest business opportunities for the client while understanding decision-making processes and price sensitivity for such services.
ConStat conduced a quantitative study encompassing 612 telephone interviews of current customers and prospects. Results from the research were used to maximize marketing efforts based on these specific segment characteristics and future needs.
Market Opportunity Study: Networked Services
A major telecommunications carrier contracted with ConStat to better understand how their customers decide on network service suppliers and to determine the need for bundled services and equipment. ConStat conducted a quantitative phone study among their mid- to large-sized business customers in order to evaluate this opportunity.
Based on these results, the client was better able to assess the market opportunity for bundling. Additionally, they learned which specific benefits to highlight when marketing bundled equipment and network services and which barriers needed to be overcome to make them more receptive.
Small Business Segmentation: Retail Financial Software
A leading developer of financial software wanted to assess the opportunity for introducing its brand of retail transaction software into the small business marketplace. ConStat conducted an outcome-based segmentation of the marketplace to determine the size and targeting characteristics of the segments most interested in the application. The technique involved a cluster analysis of highly sought outcomes to identify market segments. ConStat also tested a new product concept and compared it across segments.
Study results provided the client with targeting, feature development and pricing guidance for its market entry, as well as expectations for sales goals.