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Customer need analysis for a globally active manufacturer of building machinery


As means to better understand the customer need, the client wants to conduct a customer survey on the purchasing behavior of spare parts – e.g. front-mounted equipment – focusing product specifications, time of purchase and attractiveness of substitutes


DTO Research approach and procedure

Together with a network partner, DTO Research designed a pen and paper test paradigm – similar to a conjoint analysis – which was conducted in combination with a structured expert interview on-site with buyers of building machinery. The survey was conducted in DACH as well as in Benelux and included the recruitment of suitable interview partners as well as data analysis.



The client received detailed market intelligence regarding customer need and purchasing behavior – e.g. under which circumstances are competitor products more attractive? The client continues to use the pen and paper test paradigm in other surveys throughout the world.