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How to Organize a VOC Road Trip

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By Chris Parks

This was a good exercise to see our sweet spot, but it didn’t make us feel we had identified market opinion leaders.  Our next step was to ask ourselves about communities of influence, and which market segments might contain opinion leaders. 


We developed the following installed professional audio segmentation matrix for use in market interview sample selection:

Community/ Venue:

Churches

Casinos

Theme Parks

Retail/
Hospitality

Schools

Corporate

Rental

Audio
Application:

Performance

 

 

 

 

 

 

 

Presentation

 

 

 

 

 

 

 

Distributed

 

 

 

 

 

 

 

Installer dealers sometimes specialize by venue, but many others sell to multiple end customer types.  The other challenge with opinion leader identification in our market was the sheer number of independent audio consultants, in addition to a large network of relatively small installer dealers across the U.S.  To keep the sample size manageable the team decided to prioritize venue segments by looking at market size, growth rate, fit to our feature set and breadth of applications represented in the segment.  The decision was made to focus on the Church audio system market.

Narrowing the target market to Churches still produced an Excel sheet with in excess of 75 names. To further simplify the market research task I held an impromptu meeting with the Sales team and asked, “Which of these are the stars of the industry who best run their business and are generally respected and idealized players.” This helped to get the list down to a manageable size.