JAA'S Analyst Blog - Current Posts

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I’m a market researcher by trade, and have always enjoyed qualitative research, especially focus groups. That was the basis for a project I recently completed with Metaswitch, and fortunately we got the groups done just before COVID-19 shut our lives down.

I’ve always felt focus groups provide the most honest, authentic forum for market research, but I won’t be doing any of those for a while. Too bad, because I have clients who want to do them, but that’s going to have to wait a bit I’m afraid. Online focus groups have been around for ages, but there’s no comparison to being in a room with real, live customers.

For the work with Metaswitch, they wanted to explore the mobile user experience for collaboration, something that has long been a weak point in the UC value proposition. Let’s just say we learned an awful lot about the role mobility plays for both personal and work-related needs. UCaaS can bring a lot of value to managing this mix, and there’s a big opportunity here for service providers. However, unless they can speak to the everyday challenges workers face for mobile collaboration, the potential will not be realized.

Being qualitative research, the report doesn’t have all the answers, but I’ll bet you’ll learn a few things you didn’t know or gave much thought about. Being proprietary research, the report is gated on their website, and there are actually two flavors, and you need to register to get either of them. You can find them in the Knowledge Center of the Metaswitch website, where the full-length report is here, and the express version that they produced is here.