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About PSB - Technology Credentials
Click to download a PDF of the Key Findings from our National Technology Survey for D7.
FOR A COPY OF THE SLIDES PRESENTED AT D, please contact Beth Lester at
blester@ps-b.com or 202-962-3042.
PSB’s Experience in the Technology Sector
PSB has extensive, in-depth knowledge of the technology sector including consumer, IT and business audiences. Our research process has been used on software, hardware, networking, and consumer electronics and for everything from corporate reputation to product launches. Over the past 30 years, we have conducted millions of interviews among various audiences ranging from single consumers to Fortune 100 IT decision makers. We are expert at reaching almost any tech audience reaching developers, gamers, CIOs and other tech executives, members of the venture capital and financial communities, industry analysts, and technology media.
Selected list of PSB’s technology clients (current and past):
- Blackberry
- Blu-ray
- Dell
- Dolby
- eBay
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- Hitachi
- HP
- Juniper
- Microsoft
- Nokia
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- Sony
- SonyEricsson
- Samsung
- Yahoo
- Xbox
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Case studies
- Microsoft: Following the Department of Justice anti-trust investigation, Microsoft needed to remake its image. PSB conducted a series of global positioning studies among all of the key stakeholder audiences for Microsoft. These studies resulted in the new Microsoft positioning and messaging framework and established the key methodology, metrics and reporting standards for Microsoft messaging studies. The results of these studies suggested that the message “Realizing Your Potential” was the best overall global positioning for the brand. This idea became the foundation of Microsoft’s powerful new advertising and communications campaign, with the tagline “Your Potential. Our passion.”
- eBay: eBay needed to revamp its communications plan for one of its key audiences: sellers on its site. PSB was engaged to determine the most effective way for eBay to communicate about pricing and value to sellers. PSB conducted two phases of research: qualitative IDIs with eBay sellers helped to determine the best themes followed by a quantitative survey to assess eBay’s strengths and weaknesses as well as the best messaging to use with sellers. PSB worked with eBay to roll out the findings of the research, informing and improving communications with sellers.
- Xbox: the Xbox brand has had great success in the United States with games like Halo 3 that satisfy core gamers’ cravings for great gameplay and strong online multiplayer. In 2007, PSB helped Microsoft take that success international and reach out to casual gamers in the UK, France, Germany, Italy, Spain, and Japan by expanding its brand profile through social & party games. Using both a qualitative and quantitative approach, we identified the strongest potential console-related marketing messages and game concepts to expand the Xbox brand beyond hardcore gamers. Our research helped guide the releases of Viva Piñata: Party Animals and Scene It for Xbox 360.
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