A leading international media technology provider was planning the launch of a new solution, a next-generation video product.

‍

• Validating the core value proposition and go-to-market strategy for its new solution.
• It required detailed, evidence-based insight into prospective customer pain points, specific requirements and the market messaging that would resonate most effectively with the product offering.

• Caretta Research executed intensive, peer-to-peer interviews targeting high-level decision-makers (e.g., CTOs, CPOs, technical architects) among prospective buyers.
• The global research spanned key regions including North America, Europe, Latin America and India.
• Interviews were split between two core segments: Pay TV operators (including telcos) and content providers (D2C platforms, broadcasters, channel groups).
• Core focus areas included determining product benefits, risks and deployment rationale.
• Specific research streams focused on the rationale for Android TV operator tier deployment and buyer preferences for various connected TV and OTT platforms (including Android, Apple, Amazon, Roku and Samsung).

• The project successfully informed the client’s strategic positioning and refined its video product strategy and go-to-market approach.
• The findings delivered vital intelligence on buyer preferences for connected TV and OTT deployment options.
• The output facilitated highly targeted commercial outreach and market engagement.
• The validation work was completed with accelerated delivery, providing timely strategic clarity.