A case study

A partnership with a healthcare client aimed to uncover the perceived value of their clinical applications platform and IT services portfolio from the B2B customer's point of view. The objective was to gain insights that would differentiate their technology-focused offering amidst a competitive landscape.

The findings of the study shed light on why B2B customers were embracing the technology and revealed that what they desired most from developers was actually an enhanced customer experience. As one Director of IT expressed, "Sometimes corporations become so engrossed in the business side of things that they forget their original purpose." This sentiment resonated universally and extended to the areas of training and tech support, emphasizing the need to move the overall business strategy beyond a purely technology-centric approach.

Reflecting on the study, the client acknowledged the importance of capturing rich, emotional content in technology market research, stating, "Without it, I would have overlooked the fact that the true value of our product lies in stress reduction - I would have focused solely on how this tool enhances efficiency. However, the real difference lies in everything surrounding the tool and the emotions it evokes, which significantly contributes to its perceived value. These insights would have remained hidden had we not delved so deeply in the interviews."