Attitudes to a new MFP introduction.
Business Challenge
A previous printer launch had failed to meet target sales. A new MFP based on the same printer engine was to be introduced and research was required to identify the factors necessary to ensure a successful European launch.
Solution
90 telephone depth interviews took place with VARs, resellers and IT dealers in the UK, France and Germany. Half the sample was sales channels of the client and the remainder those of competitors.
Results
The results enabled the product features and benefits of greatest impact to be identified as well as the areas of service and support necessary to secure an enthusiastic response from sales channels.
