Project Description

“Understand the buying behavior of corporate data connectivity customers”

THE CONTEXT OF THE RESEARCH

A multinational, telecommunications company, specializing in data connectivity solutions, was looking to enter the China market. To facilitate their China entry, they wanted to first gain more understanding of the buying behavior of potential, multinational corporation, customers based in China in relation to their data connectivity solutions. They were looking specifically with for help in developing their marketing and sales strategy to help establish and grow their business in China.

PHASE 1: Discovery Phase

The goal of the discovery stage was to design the study, through discussion and dialog with their team, with the end deliverables being the screeners and discussion guide.

PHASE 2: In-depth Interviews

After designing the discussion guide though discussions with the client UniqueView recruited 30 participants in Shanghai, Beijing and Shenzhen from large, multination corporations including IT managers and decision makers or influencers of the companies IT purchases. The focus of the interview was to:

  • identify customer needs & need gaps
  • the price point that they are willing to pay for equivalent services
  • their motivation to switch suppliers
  • their vendor selection process for Connectivity services
  • and reactions to a new service offering from an international service provider.

Interviews were conducted face-to-face whenever possible though some of the interviews were conducted over video conference or simply by telephone if face-to-face was not possible.  The learnings from these interactions were intended to provide strategic direction for our clients launch positioning for services in China.

CONCLUSION

The conclusion of the project contained our final analysis and recommendations including:

  • Cross-analyzing the data collected during the In-Depth Interviews
  • Assessing and identifying the opportunities, challenges, and obstacles that our client might face during their market development in China
  • Proposed possible development routes for our client in China
  • Synthesize the data and create a final list of actionable recommendations.