Nubs mba group management project team

Executive Summary 9

1Introduction – Realeyes Data Services Ltd and Eye-tracking 10

2The company’s intention to internationalize 11

2.1Why Australia 12

3Literature Review 16

3.1Introduction 16

3.2Objective and Scope of Literature review 16

3.3The literary link to our Approach 17

3.3.1Realeyes’ Service-product offering using Eye-tracking for usability research 19

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3.4Stages of research: the other perspective 24

3.5Scrutiny of factors impacting research 30

3.6Risks and barriers 31

3.7Analytical tools and research methods used 32

3.8Further directions 35

4Research Methodology 35

4.1Interviews 35

4.2Questionnaire Survey 36

4.2.1Insight – Olympia, London 36

4.2.2Web based Surveys 37

5Ethnographic and Primary research (n=130) 38

5.1In-depth interviews & Findings 38

5.1.1Eye-tracking applications and marketing channels 38

5.1.2Most popular marketing/sales channels used for communicating products/services 39

5.1.3Linking maturity level of market and client awareness 39

5.1.4Most profitable and most targeted segment 39

5.1.5Pricing Strategy 39

5.1.6Project Duration and Data collection procedures 40

5.1.7Need for total solutions 40

5.2Web-based Questionnaire – Australian View 40

5.2.1Group demographics 40

5.2.2Perceived maturity level of the Australian market 41

5.2.3Client awareness 42

5.2.4Market expectations from eye-tracking services 43

5.2.5Popular Entry-mode choices 44

5.2.6Eye-tracking versus other research tools 44

5.2.7Barriers to accepting eye-tracking technology 44

5.2.8Willingness to spend on eye-tracking in Australia 46

5.2.9Perceived Value added by Eye-tracking services 49

5.3Insight Show and Web Surveys (Australian and Outsider View) (N=130) 51

5.4Summary of findings of from Interviews, ‘Insight’ Trade Show and Web-based Questionnaires 54

5.5Participant Observations 56

6External Analysis – PEST (Detailed PEST analysis in Appendix F) 60

6.1External analysis - Porter’s Five Forces (From research findings) 61

6.2Eye-tracking applications and benefit in terms of usability 62

6.3Research of the Australian Market 63

6.3.1Industry Demographic analysis 63

6.3.2Business Culture 65

6.3.3Competition in Australian market 66

6.3.4Market Attractiveness and potential 72

6.3.5B2B Buying Behaviour 82

7Internal Analysis 84

7.1Realeyes’ Capability to Internationalize 84

7.1.1Eye-tracking service process 85

7.2From the design school 86

7.3A SWOT ANALYSIS 88

7.3.1External appraisal (Threats and Opportunities in the environment) 88

7.3.2Internal appraisal (Strengths and weaknesses of organizations) 88

7.3.3Distinctive competences 89

7.3.4Key success factors 89

7.3.5Managerial values 91

7.4From Industrial organizational perspective 92

7.4.1Partner Network 93

8International Marketing Objectives 94

8.1What does Realeyes want to achieve? 94

9International Marketing Strategy 95

9.1Segmentation 96

9.2Identifying target Segments 98

9.2.1Factors for evaluating segments 98

9.2.2Evaluation of individual segments 99

9.2.3Selection of target segments 102

9.2.4Evaluation of Hypotheses (H1) 103

9.3Positioning 103

9.3.1Differentiating factors 103

9.3.2Challenges 104

9.3.3Realeyes – Master of Eye-tracking? 104

9.3.4Evaluation of Hypothesis on Positioning (H2) 105

9.4Entry-mode strategy 105

10Branding 108

10.1.1What is Realeyes’ “brand”? 108

10.2Brand communication in b2b world 108

10.2.1Establishing Realeyes’ brand – the CBBE model applied 109

10.3Service as a brand and its salience 110

11Marketing Mix 112

11.1Price 112

11.1.1Research findings 112

11.1.2Evaluation of Pricing Hypotheses (H3) 113

11.1.3International pricing framework 113

11.1.4Recommendations for Realeyes pricing strategy in Australia 115

11.2People 116

11.3Place 117

11.4Product 121

11.4.1Level 1: Core Product 121

11.4.2Level 2: Packaging of Product 121

11.4.3Level 3: Augmented Product 122

11.5Promotion program 122

11.5.1Promotion planning 124

11.5.2Promotion strategy during Project-Life-Cycle (Brassington & Pettitt, 2003: Pg 585) 126

11.5.3Promotion strategy for Realeyes 126

11.5.4Channel promotion tactics 127

11.6Process 127

12Implementation and control 129

12.1Cost-Benefit Analysis 129

12.2Finding the Break-even point 130

12.3Implementation - Action plan guidelines 131

12.4Risk Assessment 133

12.4.1Evaluation of hypothesis (H4) 135

13Conclusion and further directions 136

14References 137

15APPENDICES 147

15.1Appendix A - Australian business demographics: Factsheets and tables 147

15.2Appendix B – Other Determinants of Market Size 159

15.3Appendix C: Interview Questionnaires 159

15.3.1Summary of Interview with James Breeze 160

15.3.2Summary of Interview with Cinnamon Pollard 163

15.3.3Summary of Interview with Toby Biddle 166

15.3.4Summary of Interview with Claudia Mcinerney 169

15.3.5Summary of Interview with Ruzbeh, NOKIA MUSIC 172

15.3.6Summary of Interview with Kate Caldwell 175

15.3.7NUBS Realeyes internship interview 7 (2009-07-30) 180

15.3.8Summary of Interview with Tommy Strandvall 184

15.4Appendix D: Horizontal analysis of in-depth interviews: Tabulation 188

15.4.1When we asked the experts about Eye-tracking applications… 188

15.4.2When we asked experts about the most popular communication channels… 189

15.4.3When potential competitors/partners were asked to comment on their perception of the Australian market for eye-tracking services… 189

15.4.4 When clients were asked whether they felt eye-tracking added value to their products and services and their willingness to pay for eye-tracking services… 190

15.4.5 The competitors and partners were also asked about their most profitable and targeted segments 190

15.4.6 When prospective competitors and partners were also probed about their pricing strategy… 191

15.4.7When we asked the experts about Project Duration and Data collection procedures… 191

15.5 Appendix E: ‘Insight’ London Trade Show: Face-to-face interview findings 192

15.5.1Marketing channels of present and future 192

15.5.2Expectations from eye-tracking services 193

Barriers to eye-tracking services 193

15.5.3Willingness to spend on eye-tracking versus value added 194

15.6Appendix F: PESTLE Analysis 196

15.6.1Political 196

15.6.2Economic 197

15.6.3Social 198

15.6.4Technological 199

15.6.5Legal 203

15.6.6Environmental 203

15.7Appendix G: Australian Facts and agreements 204

15.7.1Facts 204

15.7.2Particular agreements 208

15.8Appendix H – Financial Notes for Cost-benefit/Budget and Break-even analyses (12.1) 209

Acknowledgements 210