1. Firstly, decide if a focus is the right collection method for what you want to learn. There are many different forms of market research and focus groups are just one methodology. Here are just a few areas where focus groups are ideal:

• Idea and concept exploration, especially in the early stages
• Understanding the buying decision
• When you want to explore needs, thoughts, and feelings
• When you need to understand end-user language, issues, and behavior

A skilled researcher will generate a recommendation that clearly states the objectives (what you want to learn), the methodology (the research tool to be used), and […]

Tap into the expertise of your own organization to develop technical whitepapers.

Frequently, customers and prospects need help in solving problems, but don’t want to take their problem direct to a company sales representative.  They’re looking for perspective, trying to understand the range of possibilities before they invest their personal reputation, and their company’s time and resources, into a product selection process.

Here’s where you can do them a real favor: Tap into the expertise of your own organization to develop a technical whitepaper that crisply, professionally, and […]

15 Tactical Elements to Consider for an Integrated Business-to-Business New Product Introduction

Here’s a quick checklist that will be helpful when introducing a new product to the market. Keep in mind that proper planning can preclude disasters and production efficiencies can be gained when producing many elements concurrently. We will focus here on external tools. Internal sales training and other internal communications will be handled in another article.

1. Sales tools. Develop content that speaks to customers’ pressing needs — such as speed to market, cost reduction, reliability, and reputation building. Consider foreign language version files to be supplied to regional offices […]
   

We all know that case studies are a powerful sales tool; telling a story about how your company created value through the experience of working with you. So what do you do when the customer will not participate? Perhaps your equipment or the unique way it’s being used may be giving the customer a competitive edge and they naturally don’t want to reveal the details. Corporate policies may forbid. Maybe the relationship is too new/too fragile to ask. Here are some strategies that will generate some degree of third-party/independent value to your marketing program. Choose which might work for your […]