How to conduct qualitative market research for a university-focused helpdesk solutions provider to enter the Canadian market

Abstract

This thesis focuses on creating a market research framework for helpdesk providers targeting Canadian universities. The framework is tailored for the specific features of Canada's university sector and the needs of SMEs, like Pegasi Oy. It outlines steps like setting goals, gathering data, starting a pilot, using online platforms, partnering locally, and analysing data extensively.

The study employs a case study and existing knowledge source referencing approach to evaluate the effectiveness of the proposed framework, focusing on the market entry of Pegasi Oy, a university-focused helpdesk solutions provider. The research employs a qualitative research method of interviewing to collect data about relevant stakeholders, and other related topics. The findings of the study provide new insights and recommendations for companies looking to enter the Canadian market, as well as contribute to the theoretical discourse on research methodologies in market analysis and strategy development.

This research addresses a literature gap by offering a tailored framework for firms like Pegasi Oy entering the university helpdesk market internationally. It integrates qualitative methods into market strategy, contributing both practically and theoretically. The study evaluates the achievement of its objectives, implications, limitations, and offers future work suggestions. The findings provide insights for companies aiming to expand globally, particularly in the Canadian market, while enriching the theoretical discussion on research methods in market analysis and strategy development.