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Case Study #5

Testing Customer Perception of a New Tape Drive

CHALLENGE: A Fortune 500 firm needs to evaluate potential market acceptance of its new high-end tape drive and to determine how to best position it in the marketplace.

SOLUTION: We conducted a research project to investigate the needs of midrange high-end tape customers, the challenges of migration and the potential market acceptance of the new product. We conducted 30 interviews with potential customers, completed analysis, wrote a report, and provided practical recommendations. As a result of this research, our client was able to determine how to best position and launch its new product.

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