I started within 48 hours of that phone call, and completed a nationwide Primary Market Research survey in two calendar weeks.
My database of industry contacts is one of my keys to cost-effectiveness and speed. I supplied or generated all the customer names. There are a limited number of leading-edge users at the major semiconductor manufacturers. A special challenge of this project was to
so as to get their time and input inside Veeco's tight schedule.
A broad background in technology enables me to relate to technologists. Questioning skills developed over forty-seven years of Primary Market Research experience allow me to elicit customer intent accurately and quickly.
To deliver quality information, I gathered one-half the data by personal interview, traveling around the country to semiconductor fabs. The balance of the interviews were completed within the deadline by telephone and mail.
The 11 steps©
I quantified customer needs with my unique "11 steps to (Market Research) Heaven™" method.
High market-place dynamics, rapid technology changes
Both because of rapid technology changes in the customer's technology as well as because of the potential for rapid technology changes in the competitors' approaches, I also had to address high market-place dynamics. In order to do that, I created a market survey methodology which addressed two issues:
Both customer needs and the competition were quantified 18 months in the future with my "11 steps to (Market Research) Heaven™" method.