Unlocking New Possibilities: Concept Evaluation Research of a new program for an IT company

In a fast-moving digital world, IT consultants, Managed Service Providers (MSPs), and Independent Software Vendors (ISVs) play an important role in delivering cutting-edge technology solutions. Recognizing this, a reputed international IT company is planning to launch an innovative program in India – the XXX Expert Network program. Before bringing this concept to life, the brand collaborated with MarketGenics India Pvt Ltd to conduct an extensive concept evaluation and market mapping study to understand the Indian market’s readiness and receptiveness toward this initiative.

Objective of the Study

The primary goal of the research was twofold:

1. To map the landscape of IT consultants (ITCs), MSPs, and ISVs in India.

2. To assess the appeal and acceptability of the new program concept among the target audience.

Research Approach

For this concept research study, we followed a hybrid research methodology, combining both qualitative and quantitative techniques to attain actionable insights:

• 60 In-Depth Interviews (IDIs)

• 450 Semi-Structured Interviews (SSIs)

• Target Audience:

  • Age Group: 35–50+ years

  • Gender: Male and Female

  • Socioeconomic Class: NCCS A+

  • Geographical Reach: PAN India

What We Explored

• Profiling of IT consultants,  MSPs & ISVs  in India
• Is there a significant size of the market ITCs,  MSPs & ISVs
• Major locations to find the profile in India
• Understand their journey and way of working currently
• Acceptability of a new program

Concept Evaluation – Methodology and Insights

Participants were introduced to the concept in two stages:

1. Unbranded Presentation: Where the program was introduced without revealing the parent company’s name.

2. Branded Presentation: Where the company name was disclosed.

The team was able to gauge the concept’s inherent appeal and the effect of branding on perception thanks to this method.

Key Findings

• Good Market Outlook: The ITC, MSP, and ISV markets are sizable and vibrant throughout India, with a concentration in major cities.
• Strong Concept Acceptance: The program was well embraced by participants, who recognized its potential to improve productivity and business outcomes.
• Strong Interest Among ITCs: IT consultants showed a great deal of enthusiasm, giving the concept higher ratings than MSPs and ISVs across the majority of evaluation criteria.
• Brand Influence Matters: The branded version of the idea received a lot more praise, which strengthened the company’s reputation for reliability and trust in the marketplace.

Conclusion

The study clearly shows that the XXX Expert Network is not just a well-thought-out concept but also one that appeals to its target market. It is highly advised that the brand proceeds with the launch in India since the idea is well received by all markets, particularly by ITCs, and the brand name lends credibility.

All parties involved stand to gain from this project, which is set to equip technology service providers with the resources, ecosystem, and support they need to prosper in the cutthroat market of today.