Case Study:  International Telephone Network Service Positioning

Primary Research Objectives

Measure and track messages and attributes that contribute to client’s perceived position among 12 competitors that provide and/or procure telephone network capacity. Measure levels of unaided and aided awareness, current and potential future consideration. Understand main impressions of client and its competitors.

Methodology Employed

Annual tracking study among 225 of the client’s most valued accounts (Fortune 1000, Telecommunications and cable companies).

Hurdles to Overcome

Reach and engage executive level decision makers of some of the largest companies in the world (CIOs, VPs, Directors) on a yearly basis. Execute interviewing protocol consistently to prevent potential influences (noise) on data comparability from year to year. Achieve adequate representation of relatively finite population.

InfoTek’s Impact

Using the findings supplied by this study, our client is able to track positional changes and market perceptions for itself and its competitors. Our findings and recommendations are used primarily to design communications strategies.