Technology & Telecommunications

The members of our consulting team have extensive experience working with a host of technology providers, including a proven track record of conducting strategic research with both consumer and business-to-business markets in virtually every technology sector.

Limelight Insights has worked with a variety of target audiences in the technology market including:

  • Telecommunications Directors
  • IT Directors
  • CIOs
  • End Users/Non-Technical Managers
  • Sales Representatives/Distributers
  • Industry Analysts and Consultants
  • Executives and High-Level Company Decision Makers
  • Call Center Managers
  • Small Business Decision Makers
  • Consumer Users of Technology

Limelight Insights can help you achieve your research needs in the areas of:

  • Website Usability/Designs/Redesigns
  • Interactive Television/Information Products
  • Mobile App Development and Usability
  • Personal Digital Assistant Usage
  • Smartphone Usability/Features Assessment
  • Industry-specific Software for Professional Associations
  • Voice Over IP Technology

Case Study:
Telecommunications Customer Satisfaction Research

Limelight Insights contracted with a large telecommunications firm to conduct customer satisfaction research. We designed, implemented, and analyzed the results of a survey with hundreds of telecommunications customers to determine who the market leaders are in providing quality customer service, assess overall satisfaction with the telecommunications company, measure customer loyalty, identify important factors in evaluating telecommunications companies, and evaluate the client’s performance on each of these important factors.

Research results were used to help the client better meet the needs of its customers and to identify areas of opportunity to improve the delivery of high-quality customer service.

A large part of our business is answering critical questions
and providing actionable insights that can inform a business’ or organization’s direction.

Here are some of the questions Limelight Insights has helped technology clients answer:

Are we meeting the needs and expectations of our current customers?

In a rapidly growing industry where new providers and competitors are continually entering the market, it is increasingly important for companies to maintain their current customer base. To help technology clients retain their competitive edge, we work to identify areas of strength in services delivered and areas of weakness that need to be improved on in order to retain customers. Using regression analysis or gap analysis we measure customer satisfaction in selected areas and the relative importance of each of those areas on customers’ overall satisfaction with the company.

Using the results of these analyses, members of our team have directed technology companies to a better understanding of their areas of opportunity for better service or product delivery and areas where changes are needed to improve customer service. Research results have also been used to assist clients in monitoring the improvement of customer satisfaction over time and establishing performance measures for setting staff and service department goals and compensation.

How can I determine if my new product concept has a chance at success in the market?

The development and launch of new, cutting-edge products is a very expensive but necessary process for technology companies in an extremely competitive and fast-paced marketplace. Projecting the potential success of new products in the pipeline is a crucial element in product development activities.

In order to assist tech clients in making marketing and business-planning projections for new products, we often develop a model to project expected market share and revenue streams for new product options. A new product concept is evaluated — first on its own and then relative to competitive offerings — to identify attributes of the new product that are competitive or superior to other products on the market.

Next, we determine the impact of new product offerings on purchase behavior. We can develop demand estimates of our clients’ product concepts under current and likely future competitive scenarios to offer you a better idea of the potential success of your new products.

With many high-tech products and services becoming commodities, how can I differentiate our company from competitors?

Given the highly competitive nature of the tech industry, companies are under increasing pressure to ensure they are appropriately positioned and differentiated in their market, especially when competitors are more likely than not to be marketing commodity products. Limelight Insights uses several sophisticated research and analytical techniques to determine the image and reputation of client products among customers and prospects and identify major strengths and weaknesses compared to competitors through ratings of key image attributes.

Our positioning analysis provides rich insights into how client products and competitive products (including commodities) are viewed relative to each other and in the market as a whole. One outcome of this analysis is to develop positioning maps that plot client products based on their ratings on each attribute relative to all other competitors. Our team has used the results of these positioning studies to help technology clients develop strategies to market and communicate their services effectively against competitors. Limelight by Shugoll also conducts these studies over time for clients to determine the impact of marketing/communications activities on target market awareness of and attitudes toward the company and its products compared with the competition. Studies such as these assist technology companies in continually keeping abreast of how they stack up in a challenging and rapidly changing market.

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