Bringing Reality To Technology Purchase Decisions

'Simulated Sales' techniques

Mark Dallas
Principal, Dallas Associates Inc., Canada.

Despite the novelty of the products and services we develop, the role of market research in telecommunications is no different than in any other area. There are always two main goals of research. The first goal is to predict the future: to predict the buying patterns for our products and services. The second and complementary goal is to shape the product, to ensure that the product or service we intend to deliver meets the needs of our potential customers.

There are many techniques that can be used to either predict the future or shape the product design. Various forms of discussion groups and one-on-one interviews can give us excellent insight into the nature of the products we should develop. There are also a numerous techniques we can apply to help predict future buying patterns.