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.