After completing two recent studies with Market Connections, we reached out Christie Cox, Marketing Director at Unisys Federal to understand how this research is supporting their marketing and sales strategies. Unisys’s offerings include security software and services; digital transformation and workplace services; industry applications and services; and innovative software operating environments for high-intensity enterprise computing. Unisys has always understood that the federal market has unique challenges and needs; from budgetary restrictions to constantly changing federal mandates and requirements; and has been a long time consumer of research in the industry.
MC: Can you give us a little background as to why you conducted this research and how you are leveraging your results?
Christie: Market-relevant research of our targeted government audience is invaluable to help us understand our client’s pain points so we can drive solutions to better support their missions. We leveraged the results [from a recent research study] for a very successful live event for the industry that resulted in meeting potential clients, gaining thought leadership media placements; and we continue using the data as ongoing messaging points for why we design our solutions plans.
MC: We understand you see the value in research, as you are conducting additional studies this year. Can you share any ROI you have seen or expect to see from the studies you have already conducted and share why it’s important for you to continue to do studies?
Christie: We plan to conduct another major research-based campaign in 2018 around technology’s influence with automation on the federal changes in their workforce. We feel it is very important to take a pulse of the audience to best understand how Unisys can meet their needs. The marketing and PR ROI is, as usual, difficult to measure, but we highly value the opportunity to lead industry discussions from our previous research in digital government, IT modernization, and biometrics-based identity intelligence. The market research we employed Market Connections to conduct for us has led Unisys to be a first and early thought leader in the industry and provided value that is unmeasurable for positioning for future deals.
MC: What advice would you give a marketing director who wants to do a research project?
Christie: Pay close attention to your design of the research survey questions because they are critical to the end results you will see and what gets measured. Make sure you ask all of the right questions, and Market Connections can help you achieve that.
Market Connections would like to thank Christie for taking time to share insights on how Unisys Federal is using the research provided to further their work in the federal market.
See results from Unisys Federal’s recent studies:
- Keeping our Nation Secure: The Status of Federal Agencies Security Postures
- The State of Affairs of Federal IT Modernization: How Agencies Can Achieve Straight A’s
ANNOUNCED ON MAY 1, 2018: Unisys’s Modernization Revolution Marketing Campaign won the American Business Awards’ Stevie Bronze Award in the Government/Institutional/Recruitment category. See all the winners: https://stevieawards.com/aba/2018-marketing-award-winners