Technology Leadership Perceptions: Best Positioning Across Varied Decision-Maker Roles
Decision-making authority for technology-related products and services is continually shifting to different roles within the organization and across different generations. To ensure our client, a global technology company, was positioning themselves with the best messaging in the right places, they wanted to understand how they were perceived across different roles and generations compared to their top competitors.
A multi-phase approach was devised to first gather organic/ top-of-mind perceptions of technology and innovation leaders, ideate based on that input, as well as allow for testing of ideas that emerged to direct specific marketing and advertising activities.
- Video ethnography exercises were used to understand which roles each thought of as technology leaders and what influenced their perceptions.
- Results from the video ethnography exercises were used as input to feed internal design thinking brainstorming sessions on ideas for programs and messaging to improve perceptions with each role.
- Rapid qualitative testing was then used to assess ideas and determine which to move forward with.
Our client was able to illustrate to executives – through videos of actual prospective clients – areas where the Brand was at a shortcoming vs. competitors and develop programs to enable them to position themselves with each target decision-maker role going forward.