Assessing Believability of Entering a New Niche

Challenge/Issue: Our client was an established provider of computer hardware and software to the federal government. They wished to enter a new service market niche.

Approach: We conducted focus groups, followed by a telephone survey, to understand the viability of the new service niche itself. We also determined the perception of our client’s current positioning, as well as testing the believability of their goal of becoming a service provider in the new niche.

Results: The new niche was found to be viable. However, our client’s market positioning required fine-tuning so they could be perceived as a believable service provider. With our assistance, the client’s ad agency created a marketing strategy to re-position the company so they could be viewed as a believable service provider without distracting from their existing sales.

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