One of the leading US-based media asset management (MAM) software vendors with strong market penetration within the media & entertainment segment planned to extend its offering into enterprise video space across its core markets i.e. the US and Europe. This enabled them to conduct a thorough primary and secondary research-backed investigation on the key decision makers' perception of their current and future utilization of the MAM technology stack along with pain points, ICT spending growth, and finally, key functionalities needed to address their evolving priorities in the long run.
The eight-week project encompassed thorough secondary investigation of competitors, trends, third party reviews of existing technology stacks, and their core competencies within the US and top 5 European markets across the enterprise video space (government, retail, education, etc.). This approach enabled us to accelerate the validation of our data points from the survey resulting in delivery of the project in two weeks, prior to the committed timeframe.
Also, the secondary research enabled us to define and streamline the overall respondent quotas aligned with the changing market dynamics (across 11 enterprise video segments). A good example to be shared is the majority of reviews for our client and direct competitors on third-party aggregators such as TrustRadius and G2.com came from educational institutions and retail content management executives.
Thus, a primary investigation respondent allocation of 25% was across these two segments to improve the reliability of the findings for the client.
SGA conducted a survey with n=120 content management, storage, production, and distribution line of business managers (LOB’s) along with CTO/CXO executives responsible for usage and budgeting of MAM solutions across the 11 enterprise video segments in the US and Europe.
Sample selection for the survey was done from SGA’s participant panel who were users and budget holders of MAM systems for less than five years either in their current role or overall experience within the enterprise video space.
Designed a structured questionnaire to understand the MAM system's current landscape (product offerings, Go-To-Market channels, pricing models, and deployment modes), current MAM and production asset management (PAM) challenges and foreseeable risks, current solutions USP, and their transformation roadmap.
For example:
Two key deliverables for the client stood as:
It’s crucial to build a multi-layered thought leadership asset portfolio i.e. whitepaper and in-event promotion to meet the overall objective and ROI.
