Pexip is a purpose-built video communication platform, sold through more than 300 channel partners in 75 countries and used in 190. Going into the third year of a pandemic that had made video meetings ordinary, Pexip still had no evidence of what the market actually thought about it.
A category leader with no data of its own
By the time Pexip came to us, the argument was already over. Video meetings weren’t a backup plan any more. That was just how people worked now. Pexip had the standing to say what that meant for the category. It had nothing of its own to say it with.
Thought leadership without your own data is just commentary. Anyone can publish a view on the state of video communications. Almost nobody can publish the numbers underneath it. Getting those numbers means persuading several hundred senior people to sit through a list of questions. That is not something a content team can do on top of its own job.
Outbound did the fieldwork, inbound did the writing
Pexip had worked with our content team for years, so the brief was short. The unusual part was what we did with the other half of the agency. We pointed the outbound team at market research instead of meetings.
We set the audience first. C-level executives, plus managers in marketing, sales, customer success and HR, at companies turning over between ten million and a billion dollars. Then we built the question set with Pexip and pilot-tested it on a small group before anyone started dialling properly. Our consultants then spent seven weeks on the phones.
“Everyone involved at Brightvision was professional, informed, creative, and helpful.”
What 246 people actually said
246 C-level executives and managers in marketing, sales, customer success and HR, at companies turning over between $10m and $1bn. Eleven countries across Europe, North America and Australia.
Show, don’t tell
Percentages buried in paragraphs don’t land. So we drew the findings instead of writing them. Each one became a chart, a scene or a small illustration carrying a single point. Then we cut the whole thing for motion, with shorter versions from the same storyboard for the feed.
A report that kept working after launch
Close to one visitor in eight completed the form. Fieldwork, writing, design and motion all sat on our side of the wall, and Pexip credited the research to us by name in its own announcement.
“We couldn’t have been happier with both the process and the result.”