Technology, telecom & B2B SaaS

Which features and messages influence choice?

Decide which service features to emphasize, how to explain an offer, or whose input matters in a business purchase. Russell studies these questions through subscriber surveys, message testing, and research with the people who use, evaluate, and approve technology.

Discuss a Technology Study See Technology & Telecom Work

Start with the decision, then define the audience

For a consumer service, current subscribers and prospects may judge an offer differently. In a business purchase, the person using the product may not choose or approve it. We account for those distinctions when defining the sample and comparing responses.

Subscribers and prospects

Recruit for the services people use and the offers they could consider. Keep current customers and noncustomers identifiable in the analysis.

Which features and promotions matter together? What do people understand from the message or store signage? The published studies below show two ways Russell has addressed these questions.

Business buyers and users

For a software or technology purchase, establish who uses, technically evaluates, recommends, funds, and approves it. Screen for actual involvement rather than job title alone.

Which needs and evaluation criteria differ by role? Where do views agree, and what would each person need to know before supporting the purchase? The required roles and recruiting feasibility depend on the study.

How Russell studied offers and in-store communication

A cable provider needed to choose among hundreds of feature and promotion combinations. A telecom provider needed customers to understand a redesigned store section. These published cases explain the research and how each client used it.

Feature and offer research for subscriptions

A recurring program used index scores and TURF analysis to compare feature and offer combinations among subscribers and prospects. The client used the findings in advertising and promotional plans and later reported several quarters of subscriber growth.

Read the case study

Retail signage shoppers actually understand

Focus groups and store visits tested possible names and signs for a telecom retail section. The findings gave the provider a name for the redesigned area and a clear way to organize the signs.

Read the case study

View Case Studies

Research for the next product or marketing decision

Which feature and price combinations affect choice? Is the product idea clear and relevant? Which brand explanation is credible? Where does the purchase process become difficult?

What are you deciding about your product or service?

Tell us what you sell, which decision the research needs to inform, and when you need the findings. Include the customer groups or buying roles you need to understand, and any existing research we should review.

Discuss Your Research Question