Research Applications
Opportunity Assessment
Client Issue:
"A strategic partner has developed a new technology which they would like us to market for them. Is it ready for "prime time" and is there a market for it? If so, how should we best market it? We need an answer fast."
RONIN Philosophy:
When addressing a new technology, few potential users will have sufficient awareness to be able to reliably answer questions about it. Our solution is a qualitative approach, developing a working hypothesis from leading edge users and then deriving a set of indicators which can be asked of a broader audience to provide indications of potential demand. We use our industry and marketing expertise in conjunction with a few case studies to develop the working hypothesis and then test that in the marketplace, modifying it as new information comes to light.
The Project:
We visited several companies that were either using the prototype or had undertaken extensive evaluation of it. Based on this, we developed a semi-structured interview guide and conducted interviews by telephone across the world (in local language) from our London and Princeton offices. As interviews were completed, extensive debriefing was undertaken, and the interview guide modified to take in the emerging insight. Feedback to the client and the strategic partner took place weekly over the 3-4 weeks of the project so that, by the time the final report was delivered, there was little "new news." Target markets were identified, a set of product offerings defined and "go to market" strategies were recommended.
The Bottom Line:
The RONIN report was a major factor in determining the outcome of the strategic alliance.