Seratti Group

The Challenge

Apple was in preparations to launch a new advertising campaign for the next generation of their popular servers. Before finalizing the marketing messaging, they wanted to test the reach and resonance of these messages with their target audience: senior IT professionals who either had input into or approval over hardware purchasing decisions. Apple asked the Seratti Group to talk to senior-level IT professionals working in three business areas - creative services, science and government - to explore their attitudes about Apple hardware, and better understand decision-making drivers regarding hardware purchases.

Specific research objectives included the following:

Understand the brands of software and hardware currently used.
Investigate the process by which decisions of which brands to purchase are determined.
Explore the purchase and approval process.
Unearth the concerns IT professionals have about software and hardware purchase and servicing and managing.
Determine the attitudes IT professionals have about Apple.

The Strategy

Working from a contact list provided by Apple, The Seratti Group developed a research plan, including the interview script, and arranged appointments with a select list of target customers in various locations throughout the U.S. Individual in-depth telephone interviews were recommended as the inquiry methodology, as it enabled the Seratti Group to maximize the time spent with these busy professionals.

The Results

Across the board, results indicated that the IT professionals interviewed were unaware that Apple's servers were able to universally integrate with software and hardware on all other platforms, often not even considering Apple when evaluating hardware solutions. In essence, while brand preference and loyalty was of issue to some, a greater concern revolved around the need for open, inexpensive platforms. Apple was able to use this actionable insight in fine-tuning its advertising messaging, highlighting their servers' universal interoperability and ease of set up and use. Additional findings indicated that outstanding customer service was a primary requirement for purchasing. Apple was able to capitalize on this knowledge and further refine their marketing messages to spotlight attention on their award-winning customer service and support programs.



Financial Technology Consumer Partners BEA Riverdeep Apple	The Challenge Apple was in preparations to launch a new advertising campaign for the next generation of their popular servers. Before finalizing the marketing messaging, they wanted to test the reach and resonance of these messages with their target audience: senior IT professionals who either had input into or approval over hardware purchasing decisions. Apple asked the Seratti Group to talk to senior-level IT professionals working in three business areas - creative services, science and government - to explore their attitudes about Apple hardware, and better understand decision-making drivers regarding hardware purchases. Specific research objectives included the following: Understand the brands of software and hardware currently used. Investigate the process by which decisions of which brands to purchase are determined. Explore the purchase and approval process. Unearth the concerns IT professionals have about software and hardware purchase and servicing and managing. Determine the attitudes IT professionals have about Apple. The Strategy Working from a contact list provided by Apple, The Seratti Group developed a research plan, including the interview script, and arranged appointments with a select list of target customers in various locations throughout the U.S. Individual in-depth telephone interviews were recommended as the inquiry methodology, as it enabled the Seratti Group to maximize the time spent with these busy professionals. The Results Across the board, results indicated that the IT professionals interviewed were unaware that Apple's servers were able to universally integrate with software and hardware on all other platforms, often not even considering Apple when evaluating hardware solutions. In essence, while brand preference and loyalty was of issue to some, a greater concern revolved around the need for open, inexpensive platforms. Apple was able to use this actionable insight in fine-tuning its advertising messaging, highlighting their servers' universal interoperability and ease of set up and use. Additional findings indicated that outstanding customer service was a primary requirement for purchasing. Apple was able to capitalize on this knowledge and further refine their marketing messages to spotlight attention on their award-winning customer service and support programs.