At Napier we like to make sure that our advice is based upon hard data. So when a client asked about whether he should cut out the production of printed literature from his marketing activities we decided that our answer should be based on research. The client sells products to electronics engineers, and so we surveyed a representative sample of European engineers to find out what they thought.
When the project started, we all expected the result to show the majority of engineers – who work on a PC all day – would be perfectly happy if companies only provided digital materials. OK, there will be some engineers who still prefer print, but surely it wouldn’t be that many?
So we were surprised when the research actually showed a preference for printed literature amongst European engineers! You can find out more in our tip sheet about the demand for printed literature from engineers. For full details of the study, please contact Napier.
