Establish the added value by reseller channels at the point of sale.
Business Challenge
To understand the value a channel partner brings to a Business Decision Maker in an SMB when he/she is choosing notebook computers, PCs and printers for their business.
Solution
A series of interactive focus groups simulating the sales process through use of brochures, advertisements, internet purchases and comparing perceptions of products against the reality of experiencing the products.
Results
The focus groups provided clear insight into the differences between what DMs think they will get and the reality when products arrive. The information also formed the basis of a new communications campaign.
