Confidential Global B2B Technology Company :: Aerospace Business Unit
Approach
The client partnered with noodle research to conduct a Voice of Customer (VoC) study to explore the preferences, motives, and decision-making criteria of subject matter experts (SMEs) within a niche manufacturing industry. The research approach involved generating impactful insights through in-depth interviews with engineers and SMEs, as well as internal stakeholder interviews. The study aimed to better understand this industry’s supply chain to optimize the client’s business development, sales, and marketing efforts.
Outcome & Impact
The research validated that this niche industry is characterized by significant risk-aversion, favoring components already listed on Approved Vendor Lists (AVLs) and Qualified Parts Lists (QPLs). Switching suppliers is rare due to the inherent time and cost implications. The primary impact was defining key strategies for lower-tier suppliers to overcome this barrier to entry. Opportunities for the client to influence component and supplier selection, despite a largely hierarchical and linear supply chain, included:
Targeting Research & Development: Potentially untapped opportunities exist within R&D programs and mandated competition. The addition of an exploratory R&D pathway to the purchasing model emphasizes this early engagement point.
Leveraging Program Lifecycles: Engaging during crucial phases like the production phase, Pre-planned Product Improvement (PPI) cycles, and periods of part obsolescence. Part obsolescence, in particular, often triggers a system update that presents an opportunity for suppliers.
Strategic Partnerships: Partnering with higher-tier suppliers to pitch preemptive solutions, facilitating eventual inclusion on AVLs and QPLs.
