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About Yarnell Inc

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 message successful new products and services by conducting thoughtful research, using appropriate methods, producing effective results. Yarnell is often selected as a research partner for interviews or other qualitative research, either by survey companies involved in qual/quant studies, or by technology companies themselves, because we are highly skilled at conducting qualitative research; know what works to accomplish client objectives; and are easy to work with, being responsive and flexible. 1. We have conducted hundreds of successful product concept and messaging projects with a range of IT professionals from DevOps to system architects to CxOs, across many company sizes, industries and global locations, across a variety of product/service domains (e.g., servers and storage; hyperscalers; hybrid cloud; security; FinOps; cloud management, etc., etc.). 2. We focus on qualitative research because it can provide a greater opportunity for actionable insights; it can greatly reduce measurement error - often more significant than sampling error – by elucidating and clarifying meanings, by not obfuscating the “it depends” that often go along with explanations and by ensuring that stimuli and questions are understood by respondents. a. We are highly skilled at eliciting/probing the decisionprocesses of IT pros; how and why they react to new product concepts and communications; how they have come to know what they claim to know; how to most appeal to them. 3. 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 environments

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