New Market Validation Studies
CyberEdge can help cybersecurity vendors decide whether to expand into new or existing industry segments by conducting formal research studies using a mix of web-based surveys and telephone interviews with prospective buyers.
A wise product marketing instructor at the Pragmatic Institute once said, “Your opinion, although interesting, is irrelevant.”
When deciding whether to enter an existing IT industry segment, or to create a new offering that would essentially create a new IT industry segment from scratch, it’s best to do so with your eyes wide open. In other words, conduct a formal research study of prospective buyers to determine what, if any, needs are unmet or underserved.
CyberEdge can help IT vendors decide whether to expand into new or existing IT industry segments by conducting formal research studies using a mix of web-based surveys and telephone interviews with prospective buyers. By leveraging an independent research company like CyberEdge, you’ll get unbiased answers to your most important questions, such as:
- Are organizations generally satisfied with existing vendors?
- How loyal are organizations to their existing vendors?
- Are there any specific needs that are unmet or underserved by existing vendors?
- Are organizations open to switching to new vendors? And, if so, under what circumstances?
- What percentage of organizations haven’t yet acquired products in your prospective product category?
Some tech vendors attempt to validate potential new markets in-house. But the benefit of using an outside research firm like CyberEdge are compelling.
We Know Cybersecurity
CyberEdge is laser-focused on serving the cybersecurity vendor community. Our veteran marketing consultants average 15-20 years of experience and have served virtually all cybersecurity industry segments, including network security, endpoint security, cloud security, identity and access management, security operations, and more. By having subject matter expertise in your industry, we’re better equipped to understand the intricacies of potential new market segments.
We Embrace Best Practices
CyberEdge will combine quantitative and qualitative data aggregation methods to give you the data your company needs to make a “go / no-go” decision with regard to entering a new cybersecurity market segment. Quantitative data will be gathered by surveying individuals who meet your target buyer demographics by partnering with a premier research panel vendor. Qualitative data will be gathered by conducting interactive phone interviews with end-user subject matter experts.
If you decide to enter a new IT market segment, CyberEdge can provide you with the content you need to launch your new product and start filling the funnels of your sales time with new marketing qualified opportunities (MQLs). Click on any of these related CyberEdge services to learn more:
“We initially engaged CyberEdge for a custom book and eBook. Then we learned their consultants can supplement bandwidth of our marketing team by assisting with message development, competitive analysis, industry research, customer webinars, white papers, and more. I’m pleased CyberEdge can serve us in so many ways.”
~ Janet Matsuda, CMO, Blue Coat
