Attitudes and opinions of resellers and user/choosers for laser printers.
Business Challenge
The product represented a new entry to the competitive European colour laser market. Client wished to establish the attitudes of both resellers and business users towards the new printer, to identify a competitive market entry strategy.
Solution
Web assisted telephone interviews were completed with 150 business users (<200 employees) and 250 resellers in the UK. In addition 10 depth interviews (lasting 1 hour) took place with larger resellers.
Results
Feedback enabled the product USPs to be identified so that marketing programmes could be developed for both the resellers and users. The requirements to gain reseller adoption and commitment were also identified enabling a new reseller strategy to be established.
