Business In-Depth Interviews Case Study
Business Objective:
A telecommunications services company was in the process of developing a services package to support users of a particular converged (VOIP) network platform. CMI was engaged to explore customer reaction to a management agreement for the package.
Research Objective:
The research was designed to:
- Obtain feedback on two concepts of the management agreement (each with various iterations)
- Understand the perceived need for such an agreement
- Explore possible pricing structures
Methodology:
A series of one one-on-one telephone interviews was conducted nationally with current as well as prospective platform users. Individuals interviewed were responsible for the voice and data networking at their businesses.
The Result:
Potential barriers to adopting the management agreement as well as areas of confusion in the concept statements themselves were identified which enabled the company to fine-tune the agreement and its presentation to customers.