InfoTek’s Experience
with SOHO Market Research
Over the last 10 years,
consumers have moved well beyond using technology just for
word processing, finances, talking on cordless phones and
enjoying cable TV.
More than ever, home and small business technology markets
are extremely lucrative and important for the long term
success of our clients.
Through targeted research
programs, InfoTek Research helps clients ascertain what
customers want and predicts how customers will adopt and use
new products and services.
Our clients rely heavily on our research results when
developing and marketing solutions for home
and small office technology.
Some
objectives we’ve addressed:
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?Which customer segments find the most value
in new technologies and content related to media
PCs, mp3 players, photo printers, mobile
location-based services, portable media storage,
wireless networking, scanners and digital
cameras?
-
Which consumers will adopt media PCs
over traditional PCs and what drives this
decision?
-
?How do consumers trade off the
many features of products like PCs, digital
cameras, and printers and how do segments
differ in what they value?
-
?What
drives the SOHO segment’s decision making
process for PC form factors and other office
equipment?
-
?What are the greatest influences on
retail sales rep recommendations?
-
?What gaming technology or
application will create a significant buzz?
Some
results we achieved:
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?Profiled the most profitable segments
for a new portable media storage device.
-
?Determined optimal prices and feature
sets for inkjet printers and scanners having
varying multiple feature levels.
-
?Identified the most-valued and
profitable digital content for mobile phones.
-
?Identified segments for several models
of home media PCs.
-
?Created market simulation model to allow
client to define digital camera feature sets;
product designs ultimately led to our client
becoming a leader in a space that is relatively
new for them.
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