Lyra Announces China Hard Copy Hardware Market Demand Study -- In-Depth Multiclient Kano Study of Laser Printer and MFP Business Users to be Undertaken

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Lyra Research announced today that it will undertake a multiclient Kano market demand study that focuses on determining the hard copy hardware--laser printer and MFP--needs of business users in China. The study will identify and analyze the specific laser printer and MFP features needed and the relative priority of each in different lines of business and in different market segments of interest to hardware OEMs. The study will focus on IT managers and business printer and MFP users who are involved in or aware of printer purchases in six vertical markets--manufacturing, government, services, education, finance, and telecommunications.

Lyra Research, the digital imaging authority (http://www.lyra.com), announced today that it will undertake a multiclient Kano market demand study that focuses on determining the hard copy hardware--laser printer and MFP--needs of business users in China. The study will identify and analyze the specific laser printer and MFP features needed and the relative priority of each in different lines of business and in different market segments of interest to hardware OEMs. The study will focus on IT managers and business printer and MFP users who are involved in or aware of printer purchases in six vertical markets--manufacturing, government, services, education, finance, and telecommunications.

"With numerous laser printer and MFP manufacturers looking to increase market share in the huge and red-hot Chinese business market, it has become more and more important for OEMs to provide hard copy hardware that addresses the specific needs of the different segments of business users," says Jiqiang Rong, director of primary research at Lyra Research. "Lyra's Kano market demand study will help hard copy hardware manufacturers gain a competitive edge by providing the necessary insight on how to match the right products with the right Chinese business buyers."

Specifically, The China Business User Hard Copy Hardware Market Demand Study will answers questions such as the following:

·    What features do business users in China look for when shopping for a laser printer or MFP?

·    How are the hard copy hardware needs of Chinese business users impacted by market segment, business size, and business spending plans?

·    What laser printer/MFP features can hardware OEMs leave out in one vertical market but must include in another?

Lyra's comprehensive analysis will include Kano maps, as well as banner tables and charts. The Kano maps are the most integral part of the study as they clearly detail the position of a certain market segment (e.g., government) for all the laser printer/MFP features tested, and they will show the position of the various market segments tested regarding one particular printer/MFP feature.

What Is Kano Analysis?
Kano analysis is a research method developed by Dr. Kano, a Japanese professor at Tokyo Rika University. Since its origin in the 1970s and early 1980s, it has established itself as one of the most important techniques used in new product-development studies. Its unique strength lies in Kano's insights that customer requirements can be categorized into four types--attractive, one-dimensional, must-be, and indifference--and that each type has a different effect on customer satisfaction.

·    Attractive: The absence of this feature has little negative effect on customer satisfaction. However, including it in a new offering will excite or delight customers. Requirements here help shape a product's value proposition.

·    One-dimensional: Requirements correlate with satisfaction in a linear way, in which "none is bad, a little is good, and where more is better." In other words, they satisfy or dissatisfy in proportion to their presence or absence in the product or service.

·    Must-be: These are the basic requirements that must be included in a product or service. Including these requirements will not enhance customer satisfaction. Not including them, however, will give rise to dissatisfaction.

·    Indifference: Customers will be indifferent to requirements here. Including these requirements will neither improve nor deteriorate customer satisfaction. To identify these requirements will help users to direct funds from product features that do not add customer satisfaction to features that do.

Since something that appeals to customers in one segment may not appeal to customers in another segment, Kano analysis for the purposes of this study will enable OEMs to keep the must-be features, enhance the one-dimensional features, and identify the attractive features of hard copy hardware products for different segments of Chinese business users.

How to Participate
For additional information or to participate in this multiclient market study, please contact Lyra's sales staff at 617-454-2621, or visit http://www.lyra.com/lh3m.nsf/Multiclient?OpenPage. Early subscriber discounts are available through November 1, 2008.

Lyra Research: The Digital Imaging Authority
Lyra Research collaborates with imaging industry decision makers worldwide, enabling clients to strengthen their market position and achieve profitable growth. Lyra's expert analysts and editors help clients devise and implement creative solutions to business challenges, arming them with competitive intelligence, strategic and tactical advice, news and analysis, and market forecasts.

Since 1991, Lyra's custom research and consulting, advisory services, award-winning journals, and innovative events have set the standard for analysis of imaging hardware, consumables, and digital photography markets.

Visit http://www.lyra.com to learn more about how Lyra can be your strategic business partner.

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