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Technology Leadership Perceptions Hero Image
Best Positioning Across Varied Decision-Maker Roles

Technology Leadership Perceptions


The distribution of decision-making power for technology products and services is constantly evolving within organizations and across different generations. To ensure that our client, a leading technology company, effectively positions itself with the right messaging, they sought to understand the perception of their brand in comparison to their top competitors among various decision-maker roles and generations.

A multi-step approach was devised to gather key perceptions of technology and innovation leaders and develop marketing strategies based on that information. The methodology included:

  • Video ethnography exercises to determine what brands different decision-maker and influencer roles thought of as technology leaders and why.
  • The results from the video ethnography were utilized to inform internal brainstorming sessions on ideas for messaging and programs that would enhance the client’s reputation in each role.
  • Rapid qualitative testing was conducted to evaluate the ideas and select the most impactful strategies to pursue.

Our client used the insights gathered from the videos of actual prospective clients to identify areas where they fell short compared to their competitors and develop programs to effectively position themselves with each target decision-maker and influencer role. By using this approach, they were able to make informed decisions to enhance their overall perception of the market.