The Project
We were presented with a request from a client who was keen to do some market research on PR management software, particularly how it is used in the media industry. The client wanted to gain insights into all aspects of this sector, including corporate customers, PR agency customers, and software providers.
Specific Area of Interest
The client specifically requested a big-picture snapshot of how PR management software is developed, marketed, sold, and used by the media industry, including by both agency and corporate customers. The client also wanted to learn more about the decision-making process for choosing to buy this type of software from vendors as well as how software providers have been impacted by trends and drivers in the market.
Our Impact
After careful consideration, we were able to identify several expert professionals with senior positions in the industry, such as chief communication officers, C-suite executives for PR agencies, and sales managers for software providers operating in this space.
The consultations with these experts resulted in the client gaining a much better understanding of recent changes in this marketplace and how software providers work with and market to both corporate and agency customers.