Challenge
The client was a Fortune 100 packaging supplier who had to manage its risk in bringing a new technology to market. The start-up investment would be well over $100-million. Research had to examine technical and packaging development benefits. It also had to show how potential customers saw the new technology fitting into their business needs. It had to assess the new material’s value. And it had to analyze potential applications and spot non-traditional uses.
Solution
Primary and secondary research probed the market trends and drivers. To do that well, PTIS leveraged their proprietary trends databases and reached out to senior marketing and C-suite executives who had insights on the market / technology interface. With the credibility it has built with these audiences, PTIS was able to set up unbiased marketer and C-suite interviews by keeping the client anonymous.
PTIS evaluated data from a value-chain perspective. That meant looking at benefits and value at key points along the chain--converters, packagers and consumers. The analysis balanced interviews with proprietary PTIS future insights to deliver answers.
Results
By assessing consumer trends, market trends and channel trends, PTIS was able to integrate data into a “big picture” perspective. It added other technologies and their market potential to the decision mix. PTIS formatted data to fit into the client’s business forecasting model; that let the client easily incorporate the research and come up with a comprehensive plan. Added insights covered potential selling strategies—how to sell the material to target companies and what job functions the sales message had to reach.
