Client description: Manufacturing Software Systems Provider

Practice area: Voice of the Customer, Qualitative Interviews

Geographic scope: Mexico

Industries involved: Manufacturing

Products Involved: Enterprise Software

Services applied: Qualitative Executive Recruiting; Technical Recruiting, In-depth Executive Interviewing/Moderation; Concept Test

Business challenge: A marketing communications firm, on behalf of their client, a manufacturing software provider, need to conduct qualitative Voice of the Customer research and Concept Test and to determine the feasibility and adoption rate of going to market in Mexico

Methodologies: Geo Strategy Latin America developed target lists of key decision-makers, recruited and completed hour-long in-depth technical interviews with respondents in key industries in Mexico

The result: A clear validation of the market hypothesis, and key insights to support a go-to-market strategy