New solutions deliver faster results, better quality, and verified responses from IT professionals.
Spiceworks, the professional network for IT, today announced advanced research solutions to help technology brands better understand the needs, preferences, and behaviors of today’s technology buyer. Spiceworks’ research solutions utilize its network of millions of IT professionals to deliver research insights built on three unique capabilities: aggregate, anonymized IT usage statistics, social engagement analytics, and a panel of over one million verified IT professionals who have agreed to participate in Spiceworks’ research program. The solutions can help technology brands create better products and develop more informed campaigns that improve results and the experience for IT professionals.
While the business-to-consumer (B2C) industry has quickly adopted disruptive new research approaches over the last decade, the business-to-business (B2B) market, including the IT research segment, has not evolved as rapidly. Meanwhile, the industry is experiencing declining response rates, respondent fatigue, and data quality challenges that threaten to undermine the information technology brands use to make informed decisions.
Spiceworks’ research solutions offer technology brands an alternative approach, one rooted in the marriage of classic techniques and advanced data analytics across both the social behavior and real-world technology usage of IT buyers. The research solutions are supported by an in-house organization comprised of research specialists, data scientists, and analysts that work directly with technology brands to transform proprietary data sets into clear, actionable insights.
“Spiceworks’ research solutions have helped us augment our existing research to provide a fuller picture of today’s technology buyer, which has enabled us to deliver a better experience for our current and prospective customers,” said Marwan Hasbani, director of Enterprise Customer Experience at Dell. “Spiceworks has a differentiated perspective in its ability to blend different data sets to capture the perceptions, technology usage, and preferences of customers.”
Unique relationship with technology buyers drives more timely, better quality research solutions
Millions of technology buyers use Spiceworks to research the latest products and services, manage their network, and connect with peers and technology brands. This unique relationship benefits both technology brands and IT professionals who are actively seeking a closer, more collaborative relationship. Collectively, the solutions are designed for marketers, product managers, and corporate researchers focused on:
· Developing and testing the effectiveness of marketing communications
· Benchmarking brand equity and reputation
· Measuring customer loyalty and satisfaction
· Identifying market segments & buyer personas
· Collecting competitive intelligence
· Building new and optimizing existing products
“We’re delivering a fresh approach to IT research, one that couples traditional practices with big data analytics to give technology brands a more complete picture of their buyer, their unique needs and challenges, and how to reach them,” said Amelia Carry, research solutions product marketing manager at Spiceworks. “At the same time, our research platform gives IT professionals a stronger voice and more collaborative experience that ultimately delivers better insights to technology brands.”
Spiceworks’ research solutions including a full range of quantitative and qualitative research methodologies as well as advanced data analytics are available today. For more information, visit http://www.spiceworks.com/marketing/market-research/.
About Spiceworks
Spiceworks is the professional network millions of IT professionals use to connect with one another and thousands of technology brands. The company simplifies how IT professionals discover, buy and manage more than $600 billion in technology products and services each year. Headquartered in Austin, Texas, Spiceworks is backed by Adams Street Partners, Austin Ventures, Institutional Venture Partners (IVP), Goldman Sachs, Shasta Ventures and Tenaya Capital. For more information, visit http://www.spiceworks.com.
