Identifying and Targeting Market Segments

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A major producer of business IT hardware and solutions needed better segmentation for product development and marketing.

Challenge: The IT purchase decision is very complex. Research needed to address 3 layers of decision-making: end users, IT decision makers, corporate.
Approach: Qualitative phase revealed that quantitative research should focus on IT decision makers.
Research revealed 5 key segments. Each was assigned a prioritization score based on best opportunity.
Outcome: A framework was created and used for ongoing product development and marketing.

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