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Frequently Asked Questions

• When and why should I engage with EQUS Group Inc.?
• What will I need to do?
• How do I know what to ask?
• How much can I expect to spend?
• Why should I choose EQUS Group Inc. over other companies?
• How long will my project take?
• What is my role in the project?
• What can I expect from EQUS Group Inc.?
• How can EQUS Group Inc. assist in implementing the findings?
• What should I do to maximize ROI from my project?
• What if I am not based near EQUS office locations?
• What if my market is global?
• How will I determine the scope and scale of my project?
• What else should I know about EQUS Group Inc. and its activities?
• Do you have resources such as whitepapers or reports available to help us learn more?

If you have additional questions, please contact us at info@equsgroup.com

When and why should I engage with EQUS Group Inc.?

When launching a new product.
EQUS Group Inc. will provide you with the process, means and analysis to capture the Voice of the Customer™. Using VOC™, we will help you guide product development in a manner that ensures your final product will meet customer needs, positioning your product to be a market success.

When launching a marketing campaign or a marketing product.
Whether you are investing in traditional or non-traditional media, you need validation of the creative execution. EQUS Group has proven processes to validate messages and to copy creative elements of execution. Remember, marketing is both a science and an art. We will help you understand whether or not your message will reverberate with your customer base and if it will drive purchase behavior.

When you need clarity on how to target and segment your market for a technology product.
Using both quantitative and qualitative data gathering processes as well as sophisticated techniques for market analysis, and providing you with the basics of segmentation, EQUS Group will ensure that you are focusing on the most important target markets for your product or service. EQUS Group knows that when you have an effective message and maximize your marketing dollar, you also increase your ROI.

When you have a technology product or service that you sell through third party channels. You want to measure its performance, and also ensure that you’ve maximized performance of this channel.
EQUS Group has processes to both assess channel performance and to create channel drivers and motivators that maximize performance.

When you are interested in equipping your sales force with the best market intelligence and tools to win against competition in the marketplace.
As Suntzu stated in the Art of War,"most battles are won or lost before they are ever fought."  The EQUS Frontline™ series uses processes such as Objective Mapping to help your sales force pre-emptively understand the hidden objectives of the customers and how to overcome them. Sales people equipped with battle cards are more able to succeed in sales and customer retention.

When your product has been launched and your sales are lagging despite marketing activity in support of the product launch.
We will apply EQUS processes to ensure that marketing spending is optimized through analysis of strategy and adding more effective vehicles to your marketing mix. 

When you are interested in creating an ongoing process for tracking metrics such as customer satisfaction, perceptions of your product or perceptions of your competitors.
EQUS Group, through its innovative and proprietary e361™ offering, will provide processes for collecting data, as well as a vehicle for disseminating it through your organization via digital dashboards and portals. For more information, please request a datasheet on e361™.

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What will I need to do?

Please contact EQUS Group Inc. to speak with one of our Senior Analysts. Our Senior Analysts have strong technical backgrounds, and will be able to work with you while you articulate the problem you are facing.

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How do I know what to ask?

EQUS Group will provide you with many tools during initial discussions/brainstorming sessions. We will ask questions that will trigger and help refine your way of thinking regarding the needs and shape of the market investigation. 

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How much can I expect to spend?

The costing of our custom research services varies, depending on the scope and timing of each project. EQUS Group Inc. will strive to provide you with the most cost-effective solution possible, while maintaining the high quality of its analysis. Please contact us for an estimate.

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Why should I choose EQUS Group Inc. over other companies?

EQUS Group Inc. is a technology-focused market research firm. Since our inception more than 10 years ago, every project undertaken has related to technology; this is also true for clients who, while not in the technology sector, know they need technology to effectively run their business. EQUS Group Inc. is both eminently qualified and unusual, as it devotes all of its attention to the technology sector. This has given us a unique competitive advantage over any competition, as we have been able to provide focused, knowledgeable technical insight to our clients.

We feel that projects are most successful when:

• The fit between your organization and EQUS is strong and we are in a position to help you
• We can ensure the time commitments necessary in order to execute on your project

In addition, the following distinctions set our company apart:

The depth of experience of our staff
Because of our focus on technology, EQUS Group has an analyst team with extremely high credentials in this space. Our senior analyst team is comprised of individuals with varied backgrounds within technology areas that include enterprise computer hardware/software, semi-conductors and wireless communications. A good portion of our team has a combination of marketing/engineering background, giving us a unique edge in the work we do. 

Our leading-edge processes
EQUS Group Inc. has been a pioneer in the use of data collection techniques and project execution techniques that maximize client budget and minimize execution time. Through these processes, we are able to provide you with a high quality project output, with few distractions and the most efficient use of your budget.

Our global approach
With partners in strategic alliances across 11 different countries, we have the capability to execute in many languages and cultures. Given the global landscape of the technology sector, EQUS Group Inc. can provide you not only with a U.S.-based view of your marketplace, but also with a much broader spectrum. 

EQUS output
Our strategic outputs are unique and highly valued in the technology industry. EQUS Group is committed to providing clients not only with robust data, but also with in-depth analysis of that data and its implications to your business.  Providing this analysis requires a deep understanding of both your technology marketplace and your business objectives. EQUS analysts invest a great deal of time in learning about you and your business so that we can provide this understanding.  As one of our clients said when they first approached EQUS, “We are drowning in data”. EQUS Group understands that data is valueless without context, meaning, and strategic implications. We have developed our business and processes around providing clients with actionable recommendations and strategies.

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How long will my project take?

Project length varies, but turnaround time for short projects is generally about four weeks. Most projects are within the six to eight-week range, with the largest projects sometimes spanning up to three months.

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What is my role in the project?

As an EQUS Group Inc. client your role is to provide us with strategic input for your project. Also, where necessary, help us engage with the appropriate personnel who will lead us to the resources necessary to gather insightful information for completion. The EQUS Staff will minimize your time involvement by taking as much of the responsibility from you as possible, and by providing you with seamless and successful project execution. 

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What can I expect from EQUS Group Inc.?

EQUS Group will provide you with answers to your marketplace-related questions, but always goes further. We provide you with strategic analysis, recommendations, and deeper discussions related to the project’s implications for your business.

EQUS final report has two parts:

1. An in-depth PowerPoint-based report providing you with critical analysis in order for you to understand the output
2. A one-minute Executive Brief to be shared with upper management

In addition, EQUS Group delivers a final presentation, in a workshop format, to a group of stakeholders of your choosing.

The workshop process enables us to not only present the data, but also to interact and engage our senior analyst team with your stakeholders so that maximum value may be obtained from the investment that you made in this project. Upon your request, EQUS Group can also provide subsequent presentations and workshops, including an executive briefing, and additional presentations of the workshop and data. 

You may also expect the following from EQUS Group:

• On-time and on-budget completion of projects
• Timely project status updates through our Frontline portal space on Microsoft Sharepoint
• Analysis of both key and secondary objectives
• During the course of our data collection, any hot sales leads will be immediately passed onto the key stakeholder for potential follow-up

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How can EQUS Group Inc. assist in implementing the findings?

EQUS final reports provide strategic guidance and recommendations for implementation. Upon request and for an additional fee, we can provide assistance in implementing findings through ongoing workshops and check-in processes. Our technology clients have particularly taken advantage of such services during the incubation and pre-IPO stages (for more information, please contact EQUS Group Inc. at info@equsgroup.com).

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What should I do to maximize ROI from my project?

EQUS Group strives to maximize strategic value and ROI, and minimize waste, on every project we undertake.   

1. Be prepared to align results with objectives. We will provide stakeholders internally with a clear view on project objectives so that they are in alignment, and are ready to implement the findings as EQUS Group presents them. This is a critical aspect of maximizing returns, and through our experience we are able to provide the guidance and assistance to ensure this.
2. Ensure that all stakeholders are available for project milestone reviews, and for the final presentation as appropriate. The success of your project will depend on the internal stakeholders’ allegiance. EQUS assistance is valuable here, as our online portals facilitate your ability to bring other internal stakeholders up to speed on the project and its execution elements. 
3. Be focused on implementation. Too often actual strategies and recommendations are not implemented because of a lack of focus and/or motivation in order to act on these items, even though they may make a critical difference to your business.  

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What if I am not based near EQUS office locations?

The EQUS Group client base is global, and we are able to service clients in locations throughout the U.S. and internationally. 

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What if my market is global?

EQUS Group fully expects that the technology client has a global view of its marketplace. 

Over the years we have conducted many international studies, and have an understanding of how to get your products placed globally.

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How will I determine the scope and scale of my project?

The EQUS team will work with you to determine what is achievable within the scope of your budget, and will also work with you whenever you need guidance in evaluating these projects.

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What else should I know about EQUS Group Inc. and its activities?

EQUS Group Inc. is committed to generously giving to the communities that we live in.  Through the EQUS Philanthropy, we provide opportunities for respondents who participate in in-depth interviews with our analysts to contribute all or part of their honorariums to non-profit organizations of their choice. In the past, we have encouraged contributions to the Red Cross, the Red Cross Tsunami Relief Fund and Katrina Relief Fund, United Way, and City Team Ministry, among others.

EQUS Group has contributed its services for a reduced fee or pro bono basis to various organizations including the Ford Foundation and the Aspen Institute. We continue to strive to maximize our Philanthropy to both contribute and to provide opportunities for others to contribute. In keeping with this tradition, the EQUS Philanthropy has pledged 1% of its revenues in 2007 to a selection of community-focused organizations.

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Do you have resources such as whitepapers or reports available to help us learn more?

Yes. Please visit EQUS Braintrust™ in order to view our library of whitepapers and Executive Briefings that are available to the public.

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