Right now, many government contractors are realizing that changes are in order to better align with the major transitions in the federal government’s priorities and contracting processes.  Market research can help with identifying, validating, and prioritizing these changes.

Case in point: our findings from a recent study for a federal IT solutions provider.  The client had 6 independent business units but the leaders of each unit rarely interacted or collaborated on customer opportunities. During the client’s annual market perception study, we uncovered a major change in the roles and technology responsibilities of their target audiences. 

Previously, various client contacts were each responsible for only one technology area. However, the research found that due to technology convergence, strained agency budgets, restructured departments, and other factors, each decision-maker was now responsible for multiple products and services that overlapped more than one of our client’s business units.

The business units most impacted by this trend are now restructuring to offer a consolidated ‘account’ approach so that customers don’t have to interact with more than one point of contact. In addition, its business development employees are being trained to cross-sell their technologies much more effectively. The research findings offered similar insights into other changes the company can make in order to maximize competitiveness as the market continues to evolve.

Before making structural changes in an attempt to improve the market relevance of your organization, ensure you truly know what those changes should be. If you’d like to learn more about how the right research program can deliver this knowledge, contact us!

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This entry was posted on Monday, December 14th, 2009 at 11:52 am and is filed under Market Research. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.