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The Company and the Project

A top Fortune 500 company’s growth strategy is merger and acquisition of small firms that have established themselves as a technology leader in their industry. Once acquired, the acquiring company know little about the acquired customer and the buying process. They hired Market Directions to gather data in order to build customer personas.



Quantitative: Online survey of brokers who sell product to end user.

Deep dive into customer database to segment by similar characteristics: product, firmographic, longevity, amount purchased, demographics, etc.

Qualitative: In-depth interviews of end users.


Company Actions

Built personas of five separate decision makers within company segment. This helped the acquiring company to understand and influence the buying process. Increasing sales by understanding the everyday challenges of their buyers.

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Mary MalaszekPrincipal Manager
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