For over 40 years Yarnell has helped clients navigate technology transitions, discontinuities and market structure changes via unsurpassed qualitative research. We help technology clients design, position and price successful new products and services by conducting thoughtful research, using appropriate methods, producing effective results. Yarnell is often the first choice because (as clients have told us) we are unsurpassed at: 1. Knowing research and what works 2. Knowing IT customers and their decision environments 3. Knowing technology. 1. Knowing IT - We have conducted hundreds of successful projects with a range of IT professionals, including CxOs, directors, developers, sys-admins, etc., across many company sizes, industries and global locations, across a variety of product/service domains (e.g., infrastructure; cloud; security; HW/SW/mgt). 2. Knowing research - We focus on qualitative research because qualitative research provides a greater opportunity for actionable insights, and can greatly reduce measurement error, often more significant than sampling error. As a result of the hundreds of focus group and depth interview projects we have conducted: a. We are highly skilled at eliciting and probing the decision processes of IT pros; how and why they react to product concepts and communications; how they have come to know what they claim to know b. We are highly skilled at determining what qualitative techniques work best at generating valid and reliable responses and insights for given project goals and stimuli 3. Knowing technology – Over the years we have worked hard to stay current with technology changes by research, communication with thought leaders and clients, and preparing for client projects. Yarnell has developed tools to facilitate qualitative research • Concept Image Maps™, to reveal brand networks • Technology Environment Scenarios™, for never seen before technologies • Justification Analysis™, for positioning/messaging in B2B environmen