REDUNIQ Insights 2.0 : market analysis of sectorial infograpichs

• Autor(a) principal: Barban, Alessandro
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/43550
• topic: Consulting; Data monetization; Transactions; B2B; Market analysis; New product; Value-based pricing; Value creation process; Likelihood to purchase; Segmentation; Engagement; Consultoria; Monetização de dados; Transacções; Análise de mercado; Novo produto; Preços baseados no valor; Processo de criação de valor; Segmentação; Envolvimento; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Given the increasing amount of data that is entangled in modern society, several companies have realized the power of information and have started to perform data analysis. The ability to extract insights and value from data has become a critical competitive advantage for businesses and can significantly alter existing value propositions. REDUNIQ Insights is a recently developed division of REDUNIQ that is just beginning to operate in the field of data monetization. The products offered by the division presently have a significantly low number of subscribers relative to REDUNIQ’s client base. This paper reflects consulting project carried out for REDUNIQ Insights and strives to understand the reasons behind the low level of subscribers of Sectorial Infographics as well as to identify a specific segment that should be primarily target. Although the research was severely affected by the limited sample size available, it can be regarded as a valid exploratory study capable of providing general insights on the REDUNIQ client base, as well as suggestions for product improvement. Overall, what emerged from the study is that the service seems to be perceived more as a “nice to have” than a valuable service for the B2B market, and the key-factor that seems determine the really low likelihood to purchase is the mismatch between the perceived value and the current price. Moreover, the low level of REDUNIQ Insights’ salience among REDUNIQ’s clients as well as the services provided by SIBS analytics constitute two primary threats to the success of the product.