Business Challenge
A leading machine tools manufacturer wanted to understand the interest of current and potential customers in its motion control system offerings for the food and beverages, chemical, paper, and metal industries in India.
Situation
The client wanted to obtain relevant information from the customers regarding its current offerings, usage, study the customer interest level, and understand the key features and benefits they are interested in.
Approach
We conducted telephone surveys with customers who were buyers and managers of motion control systems in each end-user industry, followed by triangulation and validation of obtained data to derive customer-specific insights.
Impact
The client could determine the level of interest for its products among customers, based on the research insights, and it was able to alter its customer targeting strategies to improve the recognition of its services, increase the interest levels, and ultimately the number of units sold.
