Industry overview
What is shaping information technology
IT services and technology companies sell to CIOs, IT heads and business leaders through long, multi-stakeholder buying cycles where trust and proof matter.
- Buying committees are getting larger
- Thought leadership and proof points shorten sales cycles
- Win/loss evidence improves bids
Client background
A managed IT services provider, working in Canada & United States. Client identity is withheld to protect confidentiality.
- Organisation
- A managed IT services provider
- Sector
- Information technology
- Team engaged
- Market Research
- Services
- Quantitative research, Business panel, Financial modelling
Client challenge
The provider wanted to launch subscription IT support packages for small businesses but was unsure which services to bundle and how to price them. Competitors offered a confusing mix of hourly, per-device and per-user pricing, and buyers often struggled to compare offers.
Research objectives
- Deliver on the brief: pricing a new managed IT services package for small businesses.
- Understand the views, needs and behaviour of small business owners.
- Produce results that can be compared across groups and locations.
- Give the client evidence it can act on within 7 weeks.
Target audience
The work focused on 800 small business owners.
- small business owners800
Audiences we typically reach in information technology
CIOs and IT headsBusiness decision-makersProcurement teamsExisting clientsPartners and resellers
Geographic coverage
Coverage: Canada & United States. Markets: Canada and United States.
- Canada
- United States
Research methodology
A structured analytical design combining desk research, modelling and primary evidence.
- 1Brief
- 2SME owner survey with conjoint exercise
- 3Revenue model
- 4Insight
We surveyed small business owners and office managers about IT problems, current support arrangements and budgets, and used a conjoint exercise to test bundles of helpdesk, security, backup and device management at different prices. Our finance team modelled revenue for the strongest options. Respondents were screened to confirm they made or influenced IT purchasing decisions, and quotas covered company size, industry and region in both countries.
Quantitative researchBusiness panelFinancial modelling
Sampling strategy
- small business owners
- 800
- Business respondents were screened on role, company size and involvement in the decision before being invited.
- Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
Data collection
- The online survey was mobile-friendly and offered in respondents' languages.
- Secondary sources and client data were compiled and cross-checked before modelling.
Data quality & validation
- Digital fingerprinting and duplicate checks
- Attention, speed and straight-lining checks
- Review of open-ended answers
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
- Price and trade-off analysis
- Market model built from secondary data and primary evidence
Key findings
- Owners valued security and backup more than unlimited helpdesk hours, and preferred per-user pricing.
- Sales cycles also shortened because prospects could compare clear packages instead of requesting custom quotes.
Conjoint analysis revealed what owners would actually pay for, not just what they said they wanted.
Recommendations
- Build on the core insight: conjoint analysis revealed what owners would actually pay for, not just what they said they wanted.
- Focus effort where the evidence was strongest: owners valued security and backup more than unlimited helpdesk hours, and preferred per-user pricing.
- Re-measure after the changes to confirm the effect.
Business impact
- The provider launched three tiers built around security, which sold faster than its previous hourly support offer.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: how do IT buyers choose a vendor?
Client identity is withheld to protect confidentiality.