Challenge: eRoom, an online and collaborative software product from EMC Corporation, was originally developed by a senior technology group predominantly from Lotus Development Corporation. In preparation for its public launch, eRoom Technology wanted to understand the viability and opportunity for its collaboration product.
Objective: To understand how to optimally position the product among senior level IT decision makers. Specifically, to understand the target’s behavior and mindset with respect to the project collaboration process within their companies, including critical decision drivers in choosing a collaboration software product, the overall process of how enterprise software purchase decisions are made, and attitudes toward players in the online collaboration marketplace.
Solution: In-depth discussion groups were conducted among key target audience members from Fortune 500 and mid-market companies across the country, including varying titles/levels of IT decision makers.
Result: Based on insights, Plan-it recommended the optimal positioning platform and supporting messages, to drive consideration of eRoom technology.