The Challenge

A leading media technology vendor was launching an analytics solution to enable TV and video distributors to understand the performance of their TV and streaming services.

However, the vendor faced challenges in launching, positioning, and formulating the messaging for a complex analytics solution in a competitive market.

To address this, the vendor partnered with Caretta Research to gain insights into the competition and understand the requirements for converting potential customers into buyers.

Project context

Caretta Research proposed conducting research to understand competing analytics propositions and potential buyers of analytics technology. The data and findings from this research would be used to formulate the optimal positioning for the vendor’s analytics solution and its go-to-market strategy.

Detailed approach

  • First, Caretta Research extracted analytics deployments from Caretta Portal to understand which competing analytics solutions were being purchased, and by whom.

  • Next, Caretta Research conducted a competitive analysis of competing analytics solutions to help the vendor position their solution in a differentiated and distinct way.

  • Then, Caretta Research interviewed potential buyers of analytics technologies to understand the drivers and inhibitors influencing their purchasing decisions.

  • Using the analytics solution deployments data from Caretta Portal and feedback from the buyer interviews, Caretta Research segmented the addressable market into distinct buyer cohorts and formulated messaging for each particular cohort. This messaging took into account the requirements, use cases, and pain points that each cohort experienced, which needed to be addressed to drive sales discussions.

Project outcomes

Caretta Research built data-rich deliverables in spreadsheet and slide format, including competing product profiles, market competitive landscaping, market sizing and forecasting, addressable market analysis and customer segmentation analysis.

All of the deliverables were presented to the vendor’s leadership, product and sales teams, enabling rapid product positioning and sales strategy planning.

Caretta Research also provided battlecards for day-to-day operational use by the sales organisation.

The data-led and customer focused process and methodology used by Caretta Research was handed over and adopted by the client for future product launches.