PowerPoint PresentationWhat is Buyer Behavior?
Buyer Behavior is about obtaining actionable insights on the buying
patterns and purchase drivers of business and consumer technology
decision makers, in order to help organizations make more informed
product development and marketing decisions.
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Confirm Taxonomy & Definitions Identify
Final Deliverable
• Business Value Selling Tools
Engage the Right Channels
Enable & Educate Sellers
• Market Education Workshops
• Buyer Conversation Guides
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IDC’s Buyer Behavior Practice combines custom primary research with
deep IT expertise
Primary Research
Technology Expertise
+ =
Purchase Drivers IT Budget
Allocation Offer Optimization Pricing/Forecastin
Brand Tracking Brand Equity
Evaluate Brand Equity
Customer Loyalty Partner
Satisfaction Sales Surveys
Improve Customer Experience
Plan Primary Research + Technology Expertise = Actionable Insights
to Fuel Growth
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Recent Examples
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Customer experience industry benchmarking & competitive
analysis – Telecom Provider
Net Promoter Score (NPS) NPS is a popular Customer Experience
metric,
easy to understand and straightforward to compute. “How likely are
you to recommend [Company X] to a friend or colleague?”
1 2 3 4 5 6 7 8 9 10
PromotersDetractors Passives
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30.6
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The BEI provides the detail necessary for actionable insights
through attribute scoring, as well as offering a single composite
score (BEI) for senior executives to quickly track and
compare.
IDC’s Brand Equity Framework
Brand Equity Index (BEI)
Awareness Index
Familiarity Index
Loyalty Index
Performance Index
A A
Average
1. Output from the Brand Equity framework is easy to understand.
IDC scores your company and key competitors on each brand
dimension. Graphics and charts are clear and straightforward.
2. The Brand Equity Index or BEI is a single score encompassing all
the brand metrics.
3. IDC’s BEI solution provides analysis on clients and key industry
competitors.
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Lead Conversion Analysis
= Leading Category = Parity Category = Lagging Category Sample
output
In this example, Microsoft is strong in upper funnel performance –
building awareness and consideration.
However, converting these considerers and building long term
commitment are the brand’s primary challenges
60 60
Market Simulators Discrete Choice Model – respondent
perspective
If you were seeking a SaaS offering, which one of the options below
which you choose? [1 of 8]
Choice Set One Package: Basic Pricing: $1 Pricing Model: Per user
Pricing Terms: Monthly Promotion: 10% off year one Support:
24/7
Choice Set Two Package: Pro Pricing: $5 Pricing Model: Per Device
Pricing Terms: Annual Promotion: None Support: 24/7
Choice Set Three
Select Neither
If you were seeking a SaaS offering, which one of the options below
which you choose? [2 of 8]
Choice Set One Package: Basic Pricing: $2 Pricing Model: Per user
Pricing Terms: Monthly Promotion: 10% off year one Support:
24/7
Choice Set Two Package: Pro Pricing: $5 Pricing Model: Per Device
Pricing Terms: Annual Promotion: None Support: 24/7
Choice Set Three
IDC Market Simulators – Step 1
STEP 1 – Please select Sample Characteristics Please select the
variables from the drop down lists (in blue) to create a group to
perform the analysis on
Country
Sample Size of Selection Above
409 If sample size is less than 40 then results will not be
calculated
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IDC Market Simulators – Step 2
STEP 2 – Please select the Product Attributes Please select the
attributes from the drop down list below
Basic Subscription
Help Desk Excluded
Extended Warranty Excluded
Backup & Recovery Excluded
Help Desk Excluded
Extended Warranty Excluded
Backup & Recovery Excluded
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Opportunity Analysis
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Ranking attractiveness of mobile opportunities for Microsoft
Criteria Detail and Weightings Criteria Weight Description
1 Ease of market entry 15% Gaining traction in this scenario is low
complexity (consider regulations, competitive land 2 Importance of
Scenario to Indu 18% This scenario is critical to success in this
industry 3 User Experience: End Customer 9% Having this capability
provides opportunity for additional revenue (for the corp
stakeholde 4 User Experience: Employees 9% Excellence in this
scenario enables employees to provide better customer service or be
mor 5 Industry Impact 9% An app in this scenario has the potential
to provide transformational capability to the indu 6 Competitive
Advantage 9% Having an app in this scenario offers corporate
stakeholders in the scenario a competitive 7 Microsoft synergies
22% An app solution in this scenario will have a tie in with other
Microsoft technologies 8 Regulatory Tailwinds 9% Regulations or
other mandates provide an external catalyst/motivator for adoption
of an a
Total Score 100%
Project Scenario 15% 18% 9% 9% 9% 9% 22% 9% TOTAL Scenario 22
Mobility in Health - Doctor and Nurse Mobility 0.30 0.90 0.36 0.45
0.45 0.45 1.10 0.27 4.28 Scenario 20 EMR / Big Data and Analytics
0.45 0.90 0.27 0.36 0.45 0.45 0.88 0.45 4.21 Scenario 23 Patient
Centric Care 0.45 0.90 0.36 0.36 0.45 0.45 0.88 0.36 4.21 Scenario
12 Assisted Sales 0.45 0.72 0.45 0.45 0.45 0.36 1.10 - 3.98
Scenario 21 Remote Health Monitoring 0.45 0.72 0.27 0.36 0.36 0.36
1.10 0.36 3.98 Scenario 11 Modern Point of Service 0.45 0.90 0.45
0.45 0.45 0.36 0.88 - 3.94 Scenario 10 Retail Merchandising
Execution 0.45 0.90 0.18 0.45 0.36 0.36 0.66 0.27 3.63 Scenario 7
In-Flight Customer Engagement 0.45 0.90 0.45 0.18 0.36 0.36 0.88 -
3.58 Scenario 13 Store Operations Execution 0.45 0.72 - 0.45 0.45
0.36 0.88 - 3.31
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IDC assesses a variety of variables in its surveys1
Then uses advanced statistical analyses to identify key
trends2
Which are then profiled to optimize marketing planning and
engagement
3
Needs-Based Segmentation Sample 1
Application Builder Segment Speed to Deploy/
Agility Driven
“Agile Developers”
= Segment with highest scores on this measure = Segment with lowest
score on this measure
Sample – for Illustration Only
Scored Particularly High:
• I am always looking out for innovative ways to secure the
enterprise (132)
• I worry about meeting the high demands of my LOB stakeholders
(142)
Scored Particularly Low:
• The cost of a solution is my primary concern (79)
• My application workload must be deployed in the public cloud
(38)
Customer / Buyer Personas Needs Based Segmentation Drill Down
Personas are the first step to understand detailed customer
segments - their business needs, technical requirements, priorities
etc.
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Slide Number 1
IDC can help wherever you are in your journey
IDC’s Buyer Behavior Practice combines custom primary research with
deep IT expertise
IDC Buyer Behavior Practice Portfolio
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Slide Number 9
IDC’s Brand Equity Framework – additional details
Slide Number 12
Lead Conversion Analysis
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IDC Market Simulators – Step 1
IDC Market Simulators – Step 2
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Customer / Buyer Personas
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