Examples of Technology Research Projects

Understand the purchase and adoption process

What is the role of IT vs. the Business Decision maker in driving the adoption of new applications? Where are IT Directors turning for credible information on new products? What is the role of the CIO vs. CFO in setting budget priorities? Why do some new products fail to catch on with consumers while others immediately generate buzz?

New product development and pricing

Is more always better? What is the optimal "bundle" of features for a new BI Reporting application? How do consumers trade off price vs. security? What single feature is most important for your new SDK?

Customer satisfaction

What does customer satisfaction really mean? What are the most powerful levers to increasing satisfaction? How much satisfaction can you afford?

Brand equity

What does your brand stand for? How far can the brand be stretched to cover new products and services? Can the brand move up into the Enterprise space? How can the brand speak to both business users and consumers?

Evaluate marketing materials

When does it sound like a promise and when does it sound like vaporware? How can you get IT directors to actually read your materials? What message will break through the clutter and still sound credible?

Test product positionings

There are five major brands of Business Intelligence solutions. Does your brand have a clear and compelling position? Do customers know how Cognos is different from Hyperion from Business Objects?