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Thursday, January 30
How SMBs Find and Assess Telecom Services
Reliability, quality, and support matter most
How SMBs Find and Assess Telecom Services
How do small and midsized businesses (SMBs) first learn about telecom services? And what do they look for when they make a purchase decision? To find out, we surveyed 500 U.S. SMB principals. SMBs rely on social media and search to learn about and research telecommunications services. Very small businesses (VSBs, with 1-19 employees) and small businesses (SBs, with 20-99 employees) rank YouTube first, followed by search for VSBs and Facebook for SBs. Midsized businesses (MBs, with 100-500 employees) go to Facebook first, followed by YouTube.
Top Five SMB Telecom Information Sources
We also asked SMBs what they want most in telecom service. VSBs rank reliability/uptime most important, followed by cost-efficiency and high speed/bandwidth. SBs rank voice quality highest, followed by high speed/bandwidth, reliability/uptime, and security. MBs prioritize customer support, with high speed/bandwidth and flexibility rounding out their top three.
What SMBs Want in Telecom Service
Looking for actionable SMB insight? Bredin’s global research gives you high-value insights to improve your go-to-market, product, pricing, UX, and other strategies. We also generate uniquely valuable data for high-impact content, PR, social, and sales support programs.
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Recent research-based content projects include:
Thought Leadership Report
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We conducted focus groups for a major online conferencing vendor to determine usage, brand perception, and reaction to various communications and positioning concepts.
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Thought Leadership Report
Product requirements
For a major wireless communications vendor, we conducted IDIs with 15 participants in each of three key industries as a first step towards defining industry-specific product requirements.
Thought Leadership Report
Journey map development
For a challenger financial management application vendor, we conducted in-depth interviews with small service businesses to uncover opportunities to extend the brand into new offerings.
Technology reseller training needs
For a major networking equipment manufacturer, we conducted a phone survey of 50 reseller partners to determine their training format preferences. The presentation helped to define the educational programs that were offered at a series of reseller training roadshows.