Enterprise Cloud Computing
Request
A 300-person B2B market research and consulting firm was doing research for an enterprise Cloud storage provider to help them understand a recent shift in the market; they were losing more deals to their two main competitors and were looking to understand and address the root cause(s).
Process
The insights team was looking to run eight distinct focus groups with evaluators and decision-makers involved with cloud strategy within their companies. Each group would have six participants: Cloud architects, CTO/CIOs, CFO/CEOs, and multiple technical leadership (director+) positions. The focus was on Cloud limitations with their current providers and subsequent future plans. All participants had to be from technology companies with $250m in revenue (with some in the $1B+ group). Participants must also have evaluated Cloud providers, as well as made the decision to bring on a new provider, within the last 18 months.
Results
Zintro provided the entire sample with 100% participation (no dropouts) and settled all logistics one week before the focus groups began. The client said it was the best and most informative project they’ve done in more than two years and uncovered invaluable information about how other vendors were utilizing alternative channels rather than the direct-sales model. This client team now requests Zintro every time they do a research project.
By the Numbers
8 distinct focus groups of 6 individuals
48 targeted participants / 48 attendees
8 days of field work (results returned 7 days early)
