Case Study 3
Client Goal: After two years of poor performance in what they suspected was a large and healthy market, our client wanted to identify if there was a misalignment between their product offering and approach to the market. Specifically, they wanted to know if the market was indeed as big as they thought, if its growth potential was consistent with their own forecasts, and why customers were not adopting their product as quickly as they had anticipated. Additionally, if VDC determined that they didn’t have the right offering, they needed a plan to evolve their product roadmap in a way that was both feasible and responsive to the market requirements.
VDC Solution & Approach: VDC developed a customized market estimate and forecast model, polled a subset of the largest potential clients and developed a set of proprietary tools to:
- Map their products’ strengths and weaknesses in specific market segments
- Define the key technical features of the current product
- Identify product enhancements and new product attributes
The client was not only able to identify a number of weaknesses in its current offerings, but was also able to define a collection of related target applications that were in sync with their capabilities to develop new offerings that the markets were prepared to pay for. The client revised their R&D roadmap and undertook an initiative to develop and launch these new products.
“VDC’s syndicated reports help maintain our competitive edge, drive our global strategy and keep abreast of market trends; and the custom projects we’ve completed together guide our tactical sales & marketing efforts.”
—Global Marketing Manager
"We rely on VDC for in depth and accurate rugged mobile computer market analysis. The access to their analysts and timely support make their services invaluable to us."
—Vice President of Marketing
“Whether syndicated or custom, VDC’s research and insight has helped shape our barcode and rugged mobile computing strategies for the last 12 years.”
—Director of Strategic Marketing
"VDC Research Group's analysts are not only domain experts, but also creative thinkers that advise us on our strategic directions in the embedded systems market."
—Director of Marketing
"We rely on VDC not only for their unmatched coverage of the enterprise mobility market but also for the access to and interaction with their analyst team."
—Director, Market Intelligence
"Market research from VDC has been instrumental in many of our key marketing decisions, helping us identify and capitalize on significant new opportunities"
—Director of Technical Marketing
"VDC's research and analysis on the embedded software market offers key market insights that are critical to National Instruments for our planning and market opportunity analysis."
—Vice President of Product Marketing for Software
"Wind River relies on VDC's embedded market research and industry analysts to offer actionable data and analysis for the company's strategic planning and opportunity analysis."
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