Cascade Insights

Latest Info

Mining LinkedIn for Intelligence
Many people use LinkedIn as a digital CV and a way to virtually network, but you can utilize various aspects of LinkedIn to gather information about s... Read More →

MRA Conference Presentation this week
We’ll be giving our talk on “When worlds collide: Market Research meets Competitive Intelligence” at the MRA Conference in Las Vegas this week. ... Read More →

Quirks article on LinkedIn and IDI recruit
Our Quirks magazine article on using LinkedIn for IDI recruit in qualitative research projects is now live. http://bit.ly/9I5XBb... Read More →

Case Studies

We specialize in projects that typically require.

  • Software or Hardware — Product/Industry Knowledge
  • Understanding of Business to Business Sales and Marketing Dynamics
  • Solid secondary research from non-marketing sources (forums, blogs, technical webcasts, and presentations, etc.)
  • Interviews with the users of your product and competing products in your space
  • Recruiting of hard to reach individuals, ranging from developers, senior architects, implementers, and executive decision makers

A few examples of recent projects include:

  • Qualitative Market Assessment Research – Study focused customer rationales for choosing a certain software product, and on issues related to the deployment of the product. Research required interviewing individuals in enterprise, small and medium business, public sector, and systems integrators.
  • Qualitative Evidence Research –We recruited and interviewed enterprise VPs or CIOs, across various geographies to determine how they use customer evidence as part of the procurement process, and which components of evidence are the most influential.
  • Win/Loss Analysis – For this project, we contacted 60 individuals (30 wins, 30 losses) to determine the deciding factors in their purchasing decision, and presented the result to senior management.
  • Feature and Scenario Analysis – This project combines primary and secondary analysis to determine the technical feature differences that matter most to customers between major development platforms.
  • Support Pricing Intelligence – We investigated the pricing and discounting of support agreements for selected enterprise software. The research was conducted across several geographies.
  • Battlecards – We combine secondary and primary interviews (both inside and outside your company) to craft content that shows the sales field the strengths and weaknesses of client and competitor products, and provides the specific information needed to sell effectively, and anticipate and handle tough customer questions.
  • Competitive Customer Evidence Analysis – We analyze competitor’s case studies and other customer evidence to determine the kinds of companies they are selling to, common use cases and scenarios, partners involved in deals, key factors in decisions, estimated deal size, and other key pieces of information. Research includes qualitative interviews with people mentioned in case studies.
  • Customer Evidence Production – We have also used our elicitation and interviewing skills to gather positive product statements and other information to develop case studies and other forms of customer evidence. Our evidence typically elicits strong comparative quotes about the client and competitor products.
Cascade Insights