A software provider who had never conducted any formal research with its customers wanted insights into their satisfaction with the software and interest levels in new features and services.

A traditional focus group was conducted with customers. Participants were screened to ensure their involvement in the decision making process for the software. The client sponsoring the group was not revealed until the second half of the discussion in order to obtain unbiased market insights.

Insights were gleamed into the buying process for this software category.

• Client has better understanding of which decision factors are most important and the awareness and perceptions of the different vendors in the market.

Insights into the satisfaction among existing customers were obtained.

• Client has better understanding of how best to expand its offerings to existing customers and which new features should be investigated further.