Case Study on recent technology market research work done for Porter Novelli.

1. www.vansonbourne.com
case.study
Porter Novelli reveals ‘just in time working’
in global campaign research
“Vanson Bourne’s approach was very professional and helpful. They were easy to work with and very
responsive on anything from research themes to presenting results back to us as well as fact-checking on
our press materials.”
Grant Currie
Head of Technology Practice, Porter Novelli
Objective: global insight into work on the move
When international PR company Porter Novelli planned a
global launch for a technology firm’s new mobile device, it
needed to obtain senior executives’ and mobile employees’
views on a question that has bedevilled technology markets
in the online age: are you more or less productive when
travelling on business or working on the move?
With so many organisations increasingly mobilising or
empowering their workforces, the PR experts wanted to
lift the lid on mobile managers’ feelings about work as
well as the way they communicate and collaborate with
colleagues during fast-changing office and field
operations. And they needed to deal with the issue at the
heart of it all: does time spent out of direct team contact,
or out of the office, represent a prime opportunity to catch
up with e-mail, reports and administration?
Research Solution: Media Relations, Thought Leadership
Research Scope: 600 IT executives and managers; 9 countries
1 | Vanson Bourne - Porter Novelli
Research Methodology: Telephone and Online interviews

2. >>> The client organisation wanted in particular to
understand two key audience categories across Europe:
1) Corporate executive traveller – executives travelling
abroad at least twice per month
2) ‘Road warrior’ mobile worker – the field-based mobile
manager spending over half their time on the road and
working in sales, construction, health care and housing
From ‘wish list’ to framework
After Porter Novelli submitted a ‘wish list’ of research topics
– based partly on corporate travel pressure points
(connectivity, security, network access and battery life) as
well as device users’ different work ‘states of mind’ when
working on the move – Vanson Bourne researchers turned
these themes and audiences into a research methodology
and targets. The result was a comprehensive survey of 600
executives and managers across nine European countries
comprising Denmark, France, Germany, Italy, Netherlands,
Russia, Spain, Sweden and the UK.
Vanson Bourne conducted research interviews in June this
year and in the following month its researchers delivered
data tables, a written summary of key data points and an
overview presentation for Porter Novelli. Vanson Bourne’s
analysis and interpretation included a Europe-level
overview, separate analysis for ‘core’ Western European
countries and interpretation by different types of
employee.
Just in time: the inside track on a life on the move
Vanson Bourne’s research provided Porter Novelli and its
client with the inside track on how business habits are
changing and the positive, motivational aspects of mobile
working – as well as some of the pitfalls.
An overwhelming majority (88%) of interviewees said they
could get ahead or be more productive by catching up on
email and other channels on different tablets and devices,
leading to the designation of mobile teams and frequent
flyer executives as ‘just-in-time’ workers.
It also showed clear contrasts between managers over
what they regarded as effective and productive working –
frequent flyer corporate executives are more likely to be
using tablet and laptop computers than ‘road warriors’, but
in output terms, both groups are spend almost exactly the
same time on the same kind of tasks. The data also
confirmed that the majority of senior executives face
‘pressure points’ such as lack of connectivity and inability
to access to different wireless networks when they are
travelling.
The survey also revealed fascinating comparative statistics
about different nationalities’ attitudes to mobile working –
with UK executives most likely to feel they encounter slow
or inconsistent internet connectivity while French
travelling executives are most likely to do additional work
while travelling.
Research Solution: Media Relations, Thought Leadership
Research Scope: 600 IT executives and managers; 9 countries
2 | Vanson Bourne - Porter Novelli
Research Methodology: Telephone and Online interviews

3. Grant Currie
Head of Technology Practice, Porter Novelli
“Vanson Bourne’s research team worked closely with us throughout. They were very adept at assessing the
brief and then identifying different avenues for the research programme.”
International insight and media coverage
Building on the survey’s identification of ‘just in time’
working, Porter Novelli has delivered a range of different
marketing collateral from the original research data as well
as generating widespread UK and overseas business,
technology and social media coverage.
And for the UK launch, Porter Novelli’s account team
staged a round table involving senior client executives,
mobile working experts and technology media journalists,
to review the findings as the springboard to achieving
wide technology, business and national media coverage.
The UK-based global campaign team used country-level
data to develop a ‘grid’ of key findings and statistics from
which local PR and creative agencies could develop local
news, discussion points and shareable material such as
infographics.
About Porter Novelli
Porter Novelli is one of the world’s leading public relations agencies. With 90 offices in nearly 60 countries, Porter Novelli delivers
best-in-class service to clients around the globe. As the agency that pioneered social marketing, Porter Novelli’s heritage is grounded
in influence – motivating people to change deeply ingrained behaviours that are rooted in cultural and social norms. This is achieved
by identifying and activating against key insights that drive transformational change-- going beyond just “solving a problem”. The
result is greater than just influencing people – Porter Novelli makes them believe. For additional information, please visit
www.porternovelli.com. Porter Novelli is a part of Diversified Agency Services, a division of Omnicom Group Inc.
About Vanson Bourne
Vanson Bourne is an independent and specialist market research provider for the global technology sector. We have a demonstrable
track record of helping our clients better understand and communicate more effectively in their target markets, providing market
research with real statistical rigour. Our expertise in sampling, design and assured project management combine with informed
data insights and market context to deliver highly effective technology marketing. More information can be found at
www.vansonbourne.com
Research Solution: Media Relations, Thought Leadership
Research Scope: 600 IT executives and managers; 9 countries
3 | Vanson Bourne - Porter Novelli
Research Methodology: Telephone and Online interviews