GLG’s client, a semiconductor giant, wanted to explore the software-based data center market space to enhance its existing portfolio. The client wanted to identify the biggest challenges, how sustainability fit into this space, and the best criteria for selecting suppliers. The client also wanted to understand the solution’s key product characteristics and what existing or potential players exist in the space.

GLG worked with the client to conduct six virtual focus group discussions, each lasting two hours, in the United States and Europe, Middle East, and Africa. The research team developed a discussion guide to drive the conversations and recruited experts from the client’s target personas and verticals to participate.

GLG’s virtual focus group discussions allowed the client to capture real-time feedback from key customers. This helped the client identify major challenges in this space and understand how to reposition itself in the minds of target customers.