A company in the highly competitive notebook market wanted to understand the purchase decision making process for notebook computers.

Telephone interviews were conducted with IT managers who were screened for their involvement in the purchase of notebook computers at their organization.

The importance of different product features in the decision making process was identified.

• Client knows which product features to emphasize in its marketing program.

Positioning maps visually illustrate the strengths and weaknesses of existing notebook brands.

• Client identified "holes" in the market that its brand could target.