PP&A led a qualitative study built on 20 in-depth interviews with IT and business leaders responsible for productivity and collaboration decisions across healthcare, professional services, manufacturing, consumer goods and other sectors, using an interview guide developed with the client's team. Participants were deliberately recruited across four profiles: organizations running the client's suite as their primary platform, those using it alongside another suite, those that had trialed it and switched away, and long-standing customers of the incumbent.

Each conversation explored the participant's application landscape, the top selection criteria and features for productivity suites and video tools, the rationale that would trigger a change of suite, the role of hardware and conference rooms in a hybrid workplace, and where collaboration is heading next. The analysis compared responses across the four profiles to separate the views of loyal users from the objections of those who had looked and walked away.

The client received a report on how enterprise decision-makers see the productivity suite market and where the company's suite and meeting application stand within it. The report covered the selection criteria that decide a suite, the role video now plays in that choice, what would trigger a change of platform, how buyers perceive the company's sales approach, and where collaboration is heading in a hybrid workplace.

In broad terms, organizations change suites to transform how they work, not to cut cost. PP&A translated the findings into recommended initiatives for positioning, product and go-to-market. Those gave the product team a fact base for improving its standing in the enterprise segments that matter most.