Case Study: International Concept Design and Positioning

Small Business Multi-Media PC

Primary Research Objectives

Understand existing purchase criteria, identify most important unmet needs, obtain feedback on single-minded value proposition alternatives and ultimately identify the most valuable PC solution among small businesses.

Methodology Employed

12 focus groups among companies with five to 20 employees in large metro areas of the US, UK, France and Germany.

Hurdles to Overcome

Addressing several research objectives with the ultimate goal of designing the optimal PC solution for small businesses – a notoriously diverse audience with varying sophistication levels –– using a qualitative methodology.

InfoTek’s Impact

Using the findings supplied by this study, the client designed a portfolio of services surrounding its line of desktop PCs targeted to small businesses. The emphasis in their positioning strategy on three of the most valued propositions helped them increase market share and move ahead of two competitors within a year.