IT/Telecom

Case study 1


Study type : Concept Test for corporate communication among key decision makers


Research type : Quantitative research


Client : Leading Telecom Provider


Project in brief : Depth Interviews were conducted among the Chief Technology Officers at large and medium sized organizations to test the communication concepts of the client brand. The winning concept was identified based on the inputs of the respondents.


Case study 2


Study type : Market Segmentation of Laptop users


Research type : Qualitative & Quantitative Research (Hybrid Study)


Client : Leading Korean PC brand


Project in brief : Focused group discussions were conducted among the target respondents to understand the usage and attitude towards laptop. Broad consumer segments were identified. The attributes listed in the qualitative phase were used in the structured questionnaire prepared for the quantitative phase. Factor Analysis was used to further define the segments identified at the qualitative phase.