• Introduction to market research programs
• Our unique capabilities
• An example
• Other possible research projects
• Focus group research programs for high technology software
• Rapid response, highly focused interview programs
• How to get started and cost
• To reach a human

Introduction

We capitalize on our long history of studying and analyzing the mechanical CAD/CAM marketplace and are able to bring to bear this expertise during these custom studies.

Our huge database of users and our continuous contacts with them allows us to put together the right target respondents for specific studies.

For instance, we have demonstrated that we can segment the MCAD market into tightly controlled groups defined by size, application, industry, type of design system in use or even the educational level or experience of the lead designers. We can then zero in on any specific group and begin to "pick their brains" using a predetermined list of questions. The amount of relevant detail which we can obtain is truly remarkable. The results of these programs, in terms of what users really want and what they are most responsive to, are of significant value to any MCAD systems company trying to design new systems, to meet competition or simply to retain their existing customer base. We believe that your company could benefit from a custom designed research program tailored to your specific needs. We would be pleased to discuss these concepts with you and to prepare an individualized proposal which might surprise you in terms of the rapidity of response and relatively low cost which we are able to achieve.

Our Unique Capabilities

What has made our efforts so successful is that we bring a deep understanding of the products, the applications, the competition and the market to these groups and are able to dialogue fluently with users at every level of competency. The users realize that they are being led in discussion by individuals who know and appreciate their issues and problems and, consequently, they "open up" and express their true attitudes and beliefs. User veracity is further assured by the presence of an entire table of carefully selected respondents who are not reluctant to evaluate and comment upon statements made by their peers.

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One examples of our studies

Example 1: The problem: One client wanted to perform long term research to support and direct their future product development strategy. They knew their target marketplace, but needed to insure that their long development cycles delivered the right products at the right time. They were constantly being bombarded with short term requests from their current user base, but had no formal techniques in place to gather requirements from a broader base of users and potential users.

TechniCom's solution was to develop and focus group study program, conducted in their prime potential markets and consisting on key decision makers in their target industries.. The result? A final report, supported by video and audio tapes providing hundreds of user needs, segmented by order of importance. Our client incorporated the more important recommendations into their medium and long term development plans. At least one third of the most important recommendations were completely new!

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Other Project Research Projects

Our market research study programs are designed to assist individual clients in the development of new and innovative MCAD programs. These include investigating real world users, in a controlled environment, to find ways to solve some of the more difficult problems facing users of MCAD systems today:

• Ease of Use. A major obstacle for all users, from the neophyte attempting to learn how to use complicated 3D systems, to the experienced user frustrated with the endless iconography of existing systems.
• Finding and reusing existing design data. Often this is an unachievable goal because of the difficulty of finding and retrieving exactly what is needed, when it is needed. Many users waste time designing already existing parts, because they can't find them.
• Ease of training. Difficult for almost every user, 3D design often confounds users, despite vendor promises. Companies find ways to get and keep their designers up to speed, often at the expense of moving ahead with new software. Casual users seldom do any design because these systems are too complicated to use without having day to day familiarity.
• System functionality. Software missteps, in this fast paced industry, can be fatal. Delays of even 12 months can mean missing the growth curve forever! Visicalc, Lotus, and Borland litter the streets with their formerly robust companies. Each missed the few key functional ingredients at the right time.
• Migration and legacy support. Often technology leads the capability of users to implement them, thus slowing down potential sales. Most new systems are aimed at high end users, frequently creating a disparity among MCAD users. To move ahead support for integration between 3D and 2D or between new designs and legacy data is an ever increasing problem for most users.

Why are we bringing these problems to your attention? We don't have ready made answers, but we do have a research methodology which we believe would be extremely beneficial to you in really understanding the mindsets, the perceptions, the attitudes and the expectations of the users of MCAD systems - your customers!

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Focus Group Studies

One of the techniques we use is the most popular market research tool of all - focus groups. These were first developed in the advertising industry as a means of pre-testing new campaigns and are now used routinely for all consumer products. Our innovation has been to use these same proven consumer methodologies for the complex, technology oriented issues of MCAD.

For the past 25 years focus groups has been used successfully in more and more high technology areas and as PCs, laptops, operating systems, and applications software. The advantage to the client is that each focus group represents a completely controlled research environment which matches a particular market segment exactly. A screener is used to pre-qualify candidate respondents by industry, job title, experience, vendor of equipment or software being used or even attitude about future purchase decisions. The entire proceedings are carefully controlled by a TechniCom moderator to ensure that all respondents respond to all discussion points and that the dialogue flows without interruption. The "cross table" discussion between respondents provides added benefits. This has proven to be of inestimable value in getting an accurate expression of perception and future direction. Written questionnaires are used throughout both to control the pace of the session as well as to obtain useful quantifiable data.

Approach

Our approach involves the use of focus groups - organized, interactive sessions of users who participate for several hours in a video taped and recorded session, while being led by a skilled moderator. Not only is the session important, but also the makeup of the participants. These participants generally include representatives from major industry segments, made up, as desired of leading edge users, trailing edge users or those in between.

Our expertise helps you pick and choose the industries, with the number of sessions and locations based on your budget and needs. We begin with a telephone interview process with prospective respondents. Having amassed both data and insights we then construct a series of focus groups to pursue the perceptions and expectations of selected respondents. Based on the responses needed, there could be groups from within an industry or groups at similar levels of interest or commitment to CAD. We usually recommend a minimum of four focus groups. With one of our consultants acting as a moderator, we videotape the meetings for later review.

Our recommendations provide unique insights

TechniCom formats the copious amount of information into an appropriate final report, which include conclusions and short and long term recommendations for our clients. With this start, we can often use this beginning to provide ongoing periodic samplings and updates over time. Thus these studies can be continually refreshed.

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How to get started and cost

Our research methodology could be extremely beneficial to you in understanding the mindset, the perception, the attitude and the expectations of the users of MCAD systems - your customers! Since each study is custom designed for individual client, contact us at the address below or send and e-mail to staff@technicom.com

For additional information or a human contact, call either Ray Kurland or Dan Lavery at TechniCom.

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