Bespoke Research

Generator routinely undertakes bespoke research tasks for clients who have specific needs that cannot be met using one of our existing research products.

Bespoke research can be ideal a range of situations.

For example, a new research project might be required following a request from senior management or as a result of a major development in the market which affects your business. In other situations, a product development project might reach a point where it becomes apparent that additional information and market insight is required before a key decision can be made.

Of course, your first choice in such situations would be to use your own internal research resources. But what if your best people are already fully deployed on other time-critical projects? Or what if their specific area of deep expertise does not fall within the digital music sector? Maybe you just need an external perspective or do not actually have any appropriate internal research resources?

These situations perfectly illustrate why bespoke research can be an ideal solution. Here are some examples of bespoke projects that we have recently undertaken:

Case Study: Lessons Learned - Ringtones

The Brief

We were approached by a European-based mobile software company who was defining a range of new products. The client wanted to understand what factors had enabled the ringtone market to become as successful in order to help define a range of new music-related products that were being planned.

What We Did

Generator firstly presented a detailed review of how the ringtone market in one major European market has grown from a starting point of zero into a major industry. The case study involved detailed discussions with handset makers, mobile content entrepreneurs, mobile billing providers, mobile operators and advertising executives working in teen magazines and ad agencies. In all cases, the people we spoke to had been involved in the ringtone market from the beginning.

The next phase of the project involved identifying the key inflexion points in the market and the underlying factors that unlocked the market. During this part of the process, Generator was able to draw upon earlier research work which was focused on the ringtone market and also our in-depth understanding of the music and mobile industries.

Results

Having delivered the case study, analysis and findings in a twenty page PDF document, we discussed the findings with the client over the telephone.

Our conclusions were rather different to what one might have expected and helped the client see the ringtone market in a new light, which had a substantial impact on how the client intends to commercialise their new product range.