Research Snapshot: Electrostatic Discharge Guns

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In addition to our analytical marketing skills, clients also value the ability to see and interpret for themselves the unfiltered comments discovered during research efforts with both existing and potential customers. Product developers and engineering managers often find new insights – little nuggets of qualitative gold – in our reports.

​Here's one example from the more than 250 projects we’ve done in technical B2B markets:
EMC/EMI engineers discuss servicing and calibration of electrostatic discharge guns. (Context: phone interviews)
EMC/EMI Engineer #1. Says he has “very strong” interest in using Brand Y for calibrating ESD guns. Existing service provided by Brand X is described as “horrible, very slow and lackadaisical.” Two-week turnaround time for Brand Y calibrations would be acceptable, with pricing in range of $400 to $500 each. Site has six or seven ESD guns that require annual calibrations.

EMC/EMI Engineer #2. Customer owns two ESD guns: Brand Z and Brand X. Strong interest in using Brand Y for calibrations – especially for the Brand X gun. “If their turnaround time is better than (Brand X), we’d use them.” Typical Brand X delivery time is one month. Would like to see Brand Y provide ESD gun service in one to two week’s time. Bias against Brand X is very strong: respondent claims his company is contemplating not buying anymore Brand X equipment because of dissatisfaction with lack of technical support from Brand X.

EMC/EMI Engineer #3. Respondent has three ESD guns from Brand W. Has strong interest in using Brand Y. “(Brand Y) has always been competitive on delivery times and price (for other calibrated equipment). I have always been real comfortable with the service they provide.” Says he’s not especially dissatisfied with Brand W, but the benefit of using Brand Y would be “a higher level of comfort, peace of mind. I would trust their data better than another cal lab because of the accreditations they’ve gone through.”