HP Network
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Research with IT managers and decision-makers in a variety of companies included tours of computer rooms, server closets, and office cubicles
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Fieldwork revealed issues that were more personal than technical - for example, how many IT managers see themselves as individualistic heroes who rise up to rescue their companies in perilous situations
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HP Networks redirected their marketing messages to align with these unique insights
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Who are those people in the batcave?
HP's Network Products Division had built a quantitative profile of their customers, but in order to develop new strategies they needed to put a human face on their market data. Research with IT managers and decision-makers in a variety of companies included tours of computer rooms, server closets, and office cubicles. The fieldwork revealed dominant issues that were more personal than technical. For example, it was learned why some of them referred to their office areas as "batcaves." This supported a mythical view of themselves as lone engineers, toiling away in the dark corners of the company rising to the rescue during IT emergencies. Informed and inspired by stories of real customers, HP Networks' marketing messages began to emphasize their kinship with fellow engineers and demonstrate how their products are worthy of superheroes. This leveraged HP's unique brand strengths. |
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