Highlights:
A combination of qualitative and quantitative market research results in clear directions for new product development
Class Software Solutions (formerly known as ESCOM, and now part of The Active Network, Inc., based in San Diego) has successfully developed and marketed software for local government Parks and Recreation facilities for over 25 years. The company leads the market with over 500 customers in Canada, the US, Australia, and New Zealand, and has achieved an enviable position within the Parks and Recreation market.
Class Software engaged Hale! Marketing to evaluate potential opportunities, provide strategic direction, and develop Class Software’s marketing capability. The “prospect problem” market research was one of the initial projects performed for Class, aimed at identifying and prioritizing new product opportunities.
Class had good knowledge of direction and potential target markets, but needed customer input to fully define and prioritize opportunities. We initiated and led a “prospect problem identification” research effort, which included gaining input from both existing customers and prospective customers.
The research project helped Class gain a deep, first-hand understanding of what the prospects' problems are, how they are dealing with them now and what can Class do to help them solve these problems. Key decision-makers (prospects) were identified in each of the selected market segments, and future IT purchasing plans were explored. The research also provided direction to Class in terms of marketing, positioning, sales, and communications activities.
