A global provider of professional broadcast technology solutions, needed to enhance its long-term business strategy by exploring market expansion into new verticals. It specifically targeted the convergence of its core broadcast technology with the professional AV (pro AV) market.

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• The core challenge was establishing a viable market opportunity for selling its professional broadcast technology products to non-traditional corporate buyers.
• It required a clear strategy to address the AV broadcast market opportunity, with a specific focus on the corporate sector.
• The project necessitated detailed analysis covering buyer cohorts, specific technical requirements and a robust opportunity analysis for its existing product portfolio within this new segment.
• The insights were crucial for developing practical go-to-market recommendations, including advice on product messaging, packaging and necessary product feature requirements.

• The project was structured as a focused research initiative concentrating on qualitative analysis of market opportunity and latent buyer needs.
• The methodology involved leveraging existing market data on the AV broadcast and pro AV market opportunities.
• Primary research was conducted through in-depth interviews with relevant individuals responsible for media technology or pro AV buying within the corporate industry.
• The analysis focused on interpreting buyer behavioural findings to develop highly targeted recommendations, including detailed buyer personas analysis.

• The project successfully delivered qualitative research outputs, detailing buyer needs and providing a clear opportunity analysis for the corporate sector.
• Caretta Research provided tactical go-to-market recommendations based on the analysis of interview findings and observed buyer behaviour.
• The outputs successfully defined the typical profiles and personas analysis of decision-makers in prospective buying companies.
• It supplied concrete recommendations covering messaging, packaging, and product feature requirements tailored to appeal to the newly identified corporate buyer groups.
• The final deliverables provided the strategic insights needed to support the product offering's penetration into the evolving AV broadcast market.