idc buyer behavior practice
TRANSCRIPT
PowerPoint PresentationWhat is Buyer Behavior?
Buyer Behavior is about obtaining actionable insights on the buying patterns and purchase drivers of business and consumer technology decision makers, in order to help organizations make more informed product development and marketing decisions.
3© IDC |
Confirm Taxonomy & Definitions Identify
Final Deliverable
• Business Value Selling Tools
Engage the Right Channels
Enable & Educate Sellers
• Market Education Workshops
• Buyer Conversation Guides
4© IDC |
IDC’s Buyer Behavior Practice combines custom primary research with deep IT expertise
Primary Research
Technology Expertise
+ =
Purchase Drivers IT Budget
Allocation Offer Optimization Pricing/Forecastin
Brand Tracking Brand Equity
Evaluate Brand Equity
Customer Loyalty Partner
Satisfaction Sales Surveys
Improve Customer Experience
Plan Primary Research + Technology Expertise = Actionable Insights to Fuel Growth
6© IDC |
Recent Examples
7© IDC |
Customer experience industry benchmarking & competitive analysis – Telecom Provider
Net Promoter Score (NPS) NPS is a popular Customer Experience metric,
easy to understand and straightforward to compute. “How likely are you to recommend [Company X] to a friend or colleague?”
1 2 3 4 5 6 7 8 9 10
PromotersDetractors Passives
8© IDC |
30.6
10© IDC |
The BEI provides the detail necessary for actionable insights through attribute scoring, as well as offering a single composite score (BEI) for senior executives to quickly track and compare.
IDC’s Brand Equity Framework
Brand Equity Index (BEI)
Awareness Index
Familiarity Index
Loyalty Index
Performance Index
A A
Average
1. Output from the Brand Equity framework is easy to understand. IDC scores your company and key competitors on each brand dimension. Graphics and charts are clear and straightforward.
2. The Brand Equity Index or BEI is a single score encompassing all the brand metrics.
3. IDC’s BEI solution provides analysis on clients and key industry competitors.
12© IDC |
Lead Conversion Analysis
= Leading Category = Parity Category = Lagging Category Sample output
In this example, Microsoft is strong in upper funnel performance – building awareness and consideration.
However, converting these considerers and building long term commitment are the brand’s primary challenges
60 60
Market Simulators Discrete Choice Model – respondent perspective
If you were seeking a SaaS offering, which one of the options below which you choose? [1 of 8]
Choice Set One Package: Basic Pricing: $1 Pricing Model: Per user Pricing Terms: Monthly Promotion: 10% off year one Support: 24/7
Choice Set Two Package: Pro Pricing: $5 Pricing Model: Per Device Pricing Terms: Annual Promotion: None Support: 24/7
Choice Set Three
Select Neither
If you were seeking a SaaS offering, which one of the options below which you choose? [2 of 8]
Choice Set One Package: Basic Pricing: $2 Pricing Model: Per user Pricing Terms: Monthly Promotion: 10% off year one Support: 24/7
Choice Set Two Package: Pro Pricing: $5 Pricing Model: Per Device Pricing Terms: Annual Promotion: None Support: 24/7
Choice Set Three
IDC Market Simulators – Step 1
STEP 1 – Please select Sample Characteristics Please select the variables from the drop down lists (in blue) to create a group to perform the analysis on
Country
Sample Size of Selection Above
409 If sample size is less than 40 then results will not be calculated
17© IDC |
IDC Market Simulators – Step 2
STEP 2 – Please select the Product Attributes Please select the attributes from the drop down list below
Basic Subscription
Help Desk Excluded
Extended Warranty Excluded
Backup & Recovery Excluded
Help Desk Excluded
Extended Warranty Excluded
Backup & Recovery Excluded
18© IDC |
Opportunity Analysis
19© IDC |
Ranking attractiveness of mobile opportunities for Microsoft
Criteria Detail and Weightings Criteria Weight Description
1 Ease of market entry 15% Gaining traction in this scenario is low complexity (consider regulations, competitive land 2 Importance of Scenario to Indu 18% This scenario is critical to success in this industry 3 User Experience: End Customer 9% Having this capability provides opportunity for additional revenue (for the corp stakeholde 4 User Experience: Employees 9% Excellence in this scenario enables employees to provide better customer service or be mor 5 Industry Impact 9% An app in this scenario has the potential to provide transformational capability to the indu 6 Competitive Advantage 9% Having an app in this scenario offers corporate stakeholders in the scenario a competitive 7 Microsoft synergies 22% An app solution in this scenario will have a tie in with other Microsoft technologies 8 Regulatory Tailwinds 9% Regulations or other mandates provide an external catalyst/motivator for adoption of an a
Total Score 100%
Project Scenario 15% 18% 9% 9% 9% 9% 22% 9% TOTAL Scenario 22 Mobility in Health - Doctor and Nurse Mobility 0.30 0.90 0.36 0.45 0.45 0.45 1.10 0.27 4.28 Scenario 20 EMR / Big Data and Analytics 0.45 0.90 0.27 0.36 0.45 0.45 0.88 0.45 4.21 Scenario 23 Patient Centric Care 0.45 0.90 0.36 0.36 0.45 0.45 0.88 0.36 4.21 Scenario 12 Assisted Sales 0.45 0.72 0.45 0.45 0.45 0.36 1.10 - 3.98 Scenario 21 Remote Health Monitoring 0.45 0.72 0.27 0.36 0.36 0.36 1.10 0.36 3.98 Scenario 11 Modern Point of Service 0.45 0.90 0.45 0.45 0.45 0.36 0.88 - 3.94 Scenario 10 Retail Merchandising Execution 0.45 0.90 0.18 0.45 0.36 0.36 0.66 0.27 3.63 Scenario 7 In-Flight Customer Engagement 0.45 0.90 0.45 0.18 0.36 0.36 0.88 - 3.58 Scenario 13 Store Operations Execution 0.45 0.72 - 0.45 0.45 0.36 0.88 - 3.31
20© IDC |
IDC assesses a variety of variables in its surveys1
Then uses advanced statistical analyses to identify key trends2
Which are then profiled to optimize marketing planning and engagement
3
Needs-Based Segmentation Sample 1
Application Builder Segment Speed to Deploy/
Agility Driven
“Agile Developers”
= Segment with highest scores on this measure = Segment with lowest score on this measure
Sample – for Illustration Only
Scored Particularly High:
• I am always looking out for innovative ways to secure the enterprise (132)
• I worry about meeting the high demands of my LOB stakeholders (142)
Scored Particularly Low:
• The cost of a solution is my primary concern (79)
• My application workload must be deployed in the public cloud (38)
Customer / Buyer Personas Needs Based Segmentation Drill Down Personas are the first step to understand detailed customer segments - their business needs, technical requirements, priorities etc.
© IDC
Slide Number 1
IDC can help wherever you are in your journey
IDC’s Buyer Behavior Practice combines custom primary research with deep IT expertise
IDC Buyer Behavior Practice Portfolio
Slide Number 6
Slide Number 9
IDC’s Brand Equity Framework – additional details
Slide Number 12
Lead Conversion Analysis
Slide Number 14
IDC Market Simulators – Step 1
IDC Market Simulators – Step 2
Slide Number 18
Slide Number 20
Customer / Buyer Personas
Slide Number 24
Slide Number 25
Buyer Behavior is about obtaining actionable insights on the buying patterns and purchase drivers of business and consumer technology decision makers, in order to help organizations make more informed product development and marketing decisions.
3© IDC |
Confirm Taxonomy & Definitions Identify
Final Deliverable
• Business Value Selling Tools
Engage the Right Channels
Enable & Educate Sellers
• Market Education Workshops
• Buyer Conversation Guides
4© IDC |
IDC’s Buyer Behavior Practice combines custom primary research with deep IT expertise
Primary Research
Technology Expertise
+ =
Purchase Drivers IT Budget
Allocation Offer Optimization Pricing/Forecastin
Brand Tracking Brand Equity
Evaluate Brand Equity
Customer Loyalty Partner
Satisfaction Sales Surveys
Improve Customer Experience
Plan Primary Research + Technology Expertise = Actionable Insights to Fuel Growth
6© IDC |
Recent Examples
7© IDC |
Customer experience industry benchmarking & competitive analysis – Telecom Provider
Net Promoter Score (NPS) NPS is a popular Customer Experience metric,
easy to understand and straightforward to compute. “How likely are you to recommend [Company X] to a friend or colleague?”
1 2 3 4 5 6 7 8 9 10
PromotersDetractors Passives
8© IDC |
30.6
10© IDC |
The BEI provides the detail necessary for actionable insights through attribute scoring, as well as offering a single composite score (BEI) for senior executives to quickly track and compare.
IDC’s Brand Equity Framework
Brand Equity Index (BEI)
Awareness Index
Familiarity Index
Loyalty Index
Performance Index
A A
Average
1. Output from the Brand Equity framework is easy to understand. IDC scores your company and key competitors on each brand dimension. Graphics and charts are clear and straightforward.
2. The Brand Equity Index or BEI is a single score encompassing all the brand metrics.
3. IDC’s BEI solution provides analysis on clients and key industry competitors.
12© IDC |
Lead Conversion Analysis
= Leading Category = Parity Category = Lagging Category Sample output
In this example, Microsoft is strong in upper funnel performance – building awareness and consideration.
However, converting these considerers and building long term commitment are the brand’s primary challenges
60 60
Market Simulators Discrete Choice Model – respondent perspective
If you were seeking a SaaS offering, which one of the options below which you choose? [1 of 8]
Choice Set One Package: Basic Pricing: $1 Pricing Model: Per user Pricing Terms: Monthly Promotion: 10% off year one Support: 24/7
Choice Set Two Package: Pro Pricing: $5 Pricing Model: Per Device Pricing Terms: Annual Promotion: None Support: 24/7
Choice Set Three
Select Neither
If you were seeking a SaaS offering, which one of the options below which you choose? [2 of 8]
Choice Set One Package: Basic Pricing: $2 Pricing Model: Per user Pricing Terms: Monthly Promotion: 10% off year one Support: 24/7
Choice Set Two Package: Pro Pricing: $5 Pricing Model: Per Device Pricing Terms: Annual Promotion: None Support: 24/7
Choice Set Three
IDC Market Simulators – Step 1
STEP 1 – Please select Sample Characteristics Please select the variables from the drop down lists (in blue) to create a group to perform the analysis on
Country
Sample Size of Selection Above
409 If sample size is less than 40 then results will not be calculated
17© IDC |
IDC Market Simulators – Step 2
STEP 2 – Please select the Product Attributes Please select the attributes from the drop down list below
Basic Subscription
Help Desk Excluded
Extended Warranty Excluded
Backup & Recovery Excluded
Help Desk Excluded
Extended Warranty Excluded
Backup & Recovery Excluded
18© IDC |
Opportunity Analysis
19© IDC |
Ranking attractiveness of mobile opportunities for Microsoft
Criteria Detail and Weightings Criteria Weight Description
1 Ease of market entry 15% Gaining traction in this scenario is low complexity (consider regulations, competitive land 2 Importance of Scenario to Indu 18% This scenario is critical to success in this industry 3 User Experience: End Customer 9% Having this capability provides opportunity for additional revenue (for the corp stakeholde 4 User Experience: Employees 9% Excellence in this scenario enables employees to provide better customer service or be mor 5 Industry Impact 9% An app in this scenario has the potential to provide transformational capability to the indu 6 Competitive Advantage 9% Having an app in this scenario offers corporate stakeholders in the scenario a competitive 7 Microsoft synergies 22% An app solution in this scenario will have a tie in with other Microsoft technologies 8 Regulatory Tailwinds 9% Regulations or other mandates provide an external catalyst/motivator for adoption of an a
Total Score 100%
Project Scenario 15% 18% 9% 9% 9% 9% 22% 9% TOTAL Scenario 22 Mobility in Health - Doctor and Nurse Mobility 0.30 0.90 0.36 0.45 0.45 0.45 1.10 0.27 4.28 Scenario 20 EMR / Big Data and Analytics 0.45 0.90 0.27 0.36 0.45 0.45 0.88 0.45 4.21 Scenario 23 Patient Centric Care 0.45 0.90 0.36 0.36 0.45 0.45 0.88 0.36 4.21 Scenario 12 Assisted Sales 0.45 0.72 0.45 0.45 0.45 0.36 1.10 - 3.98 Scenario 21 Remote Health Monitoring 0.45 0.72 0.27 0.36 0.36 0.36 1.10 0.36 3.98 Scenario 11 Modern Point of Service 0.45 0.90 0.45 0.45 0.45 0.36 0.88 - 3.94 Scenario 10 Retail Merchandising Execution 0.45 0.90 0.18 0.45 0.36 0.36 0.66 0.27 3.63 Scenario 7 In-Flight Customer Engagement 0.45 0.90 0.45 0.18 0.36 0.36 0.88 - 3.58 Scenario 13 Store Operations Execution 0.45 0.72 - 0.45 0.45 0.36 0.88 - 3.31
20© IDC |
IDC assesses a variety of variables in its surveys1
Then uses advanced statistical analyses to identify key trends2
Which are then profiled to optimize marketing planning and engagement
3
Needs-Based Segmentation Sample 1
Application Builder Segment Speed to Deploy/
Agility Driven
“Agile Developers”
= Segment with highest scores on this measure = Segment with lowest score on this measure
Sample – for Illustration Only
Scored Particularly High:
• I am always looking out for innovative ways to secure the enterprise (132)
• I worry about meeting the high demands of my LOB stakeholders (142)
Scored Particularly Low:
• The cost of a solution is my primary concern (79)
• My application workload must be deployed in the public cloud (38)
Customer / Buyer Personas Needs Based Segmentation Drill Down Personas are the first step to understand detailed customer segments - their business needs, technical requirements, priorities etc.
© IDC
Slide Number 1
IDC can help wherever you are in your journey
IDC’s Buyer Behavior Practice combines custom primary research with deep IT expertise
IDC Buyer Behavior Practice Portfolio
Slide Number 6
Slide Number 9
IDC’s Brand Equity Framework – additional details
Slide Number 12
Lead Conversion Analysis
Slide Number 14
IDC Market Simulators – Step 1
IDC Market Simulators – Step 2
Slide Number 18
Slide Number 20
Customer / Buyer Personas
Slide Number 24
Slide Number 25