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ANALYSING B2B TELECOM PREFERENCES
ADDRESSING THE ISSUES
The client asked Toplans to analyze the market for new B2B broadband products. The target group consisted of small and medium-sized enterprises in Iran. The focus of the survey was to gain insight into the market potential for certain high-end products compared to no-frills products
THE APPROACH
To obtain these insights, Toplans conducted a conjoint study. We chose this approach because it requires respondents to make a series of trade-offs which are analyzed to reveal the relative importance of different attributes.
Uncovering exact price sensitivity among key target groups was a central aim of the research. The client was also interested in testing the market potential for specific product features. With this knowledge the client can design products that meet the preferences of both current and potential clients. This conjoint analysis thus gave the client specific insights about the complex interplay between product features and willingness-to-pay.
The conjoint setup and the product features were developed in cooperation with the client to ensure that the outcome of the research matched the client’s strategic needs.
THE RESULTS
The final results play an important part of the client’s future strategy within B2B broadband. As an add-on to the final report, the client also received a simulation tool that can be used to test a range of hypotheses that might arise after working with the results.
SET THE STAGE FOR PRODUCT LAUNCHES
ADDRESSING THE ISSUES
The client engaged Toplans to map and gauge the potential for a new software-as-a-service solution among small and medium-sized enterprises in IRAN.
The research project was aimed at both top-level management and mid-level product specialists. The key focus of the project was to strike the right balance between overall strategic insights and operational findings that can be directly translated into new product offerings.
THE APPROACH
It was essential for the client to gain a deep understanding of potential clients’ needs as well as obtaining specific estimates of market potential.
To achieve these objectives, Toplans first conducted a number of qualitative in-depth interviews. To ensure maximum organizational value, the qualitative interviews were followed up by a workshop for their managers in Iran.
The final stage of the project consisted of a comprehensive survey among a representative sample of Iranian SMEs. This combination of methods gave the client optimum value in terms of insights and applicability.
THE RESULTS
The final results were essential in designing the company’s future strategy for software-as-a-service, especially among potential key clients.