A Fortune 100 IT services company was preparing to launch a new intelligent process automation offering designed to simplify and modularize automation for large enterprises, meeting clients wherever they were on the journey and building on the technologies they already had in place. With the market launch scheduled for the autumn, the company's product and marketing teams had developed an overview, descriptions of key benefits, and a set of customization and implementation principles to introduce the solution.
What the team did not yet know was how those materials would land with the people who screen, fund and deploy automation inside large organizations. The company wanted an outside read on the messaging before it went public: which elements were clear and compelling, which carried the most relevance for different industries, and where the language needed refinement. The findings had to arrive within weeks to influence the launch materials.
PP&A designed the study as ten one-hour in-depth interviews with executives and senior leaders responsible for automation in their organizations, spanning manufacturing, insurance, life sciences, retail, and banking and financial services. All interviews were completed within a single week to fit the client's timeline.
Each conversation opened with a short discussion of intelligent process automation as the participant experienced it today: the benefits sought, the obstacles encountered, where automation sat among organizational priorities, and whether it was deployed on its own or inside larger transformation programs. This grounded the later reactions in real buying context. Participants then reviewed the client's draft materials as a sequence of stimuli, working through the solution overview, the benefit descriptions, and the customization and implementation principles. For each, PP&A captured positive elements, points of confusion and areas for improvement, and asked participants to rank the key benefits by relevance to their own organizations.
The final report set out the market context, slide-by-slide impressions of each stimulus, a benefit ranking, and a consolidated set of recommendations for the messaging.
The client received the final report within weeks, in time to shape its launch materials. It set out slide-by-slide impressions of each stimulus, a ranking of the key benefits by relevance, and a consolidated set of recommendations for the messaging. It also captured the market context behind the reactions: the benefits buyers seek from automation and how they differ by industry, the obstacles that stall deployment, and whether organizations run automation on its own or inside larger programs.
Buyers responded well to the concept, while the materials needed work before launch. The report showed the team which elements landed, where readers lost the thread and what to fix. The company entered its launch knowing what to simplify, what to prove and how to position the offering.
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