Brand Spankin News!: Exploring Brand Reach and Preferences of Key ICT Brands in the US Mid-Sized Business Market Part 3 of 5

Countries covered: United States This iDRD (Insight-based Data-Rich Deliverable) is part of the Mid-Sized Business and Customer Experience Model subscriptions. This insight, based on a survey completed in the 2nd quarter of 2007, discusses and analyzes the importance of branding in the Mid-Sized business market, specifically the difference between brand reach and brand preference. Mid-sized business consists of a business entity with 100 to 999 employees across all locations.  In addition, responses from 1000+ IT decision-makers provide both direct and in-direct factors that have an impact on customer perceptions of satisfaction, including touch-points, best/worst practices, influencers and perceptions, “perception altering” events, and service quality and customer service.  This insight focuses on survey responses by IT decision-makers in the Mid-Sized size segment or those with 100 to 999 employees. The Expert Guide for this deliverable is Kneko Burney.

Additional Information

Sources: Compass Intelligence’s segment and market forecasts, which include business expenditures, market demographics, and usage and adoption statistics are built using multiple sources, including proprietary Compass Intelligence research. These sources include, but are not limited to, secondary research, government data and statistics (e.g. Department of Commerce, Federal Communication Commission, Bureau of Labor Statistics and US Census Bureau), primary research, vendor-based research and in-depth interviews with key decision-makers, where relevant. Compass Intelligence selects data sources to provide greatest degree of perspective on each market or segment, in addition to the highest level of data accuracy, stability, and consistency over time.

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