Context: context-based research group

Clients : First Service Networks

An Ethnography of Facilities Managers
An Ethnography of Service Contractors
First Service Networks is a nationwide HVAC service network that works with independently owned HVAC repair contractors throughout the US. First Service Networks clients are large chain stores and businesses in which one individual or department is responsible for maintenance of many company locations across the country. In 2000, First Service Networks developed a wireless application to help their contractors working in local markets receive and send information about individual jobs to the First Service Headquarters.

Before launching the new product, First Service Networks wanted to learn two things: how the contractors within their networks would respond to the new system, and how to position the system to potential clients so they would clearly see its value to their business.

To understand both points of view, Context launched a two-tiered project. To gain the perspective of the contractor, Context anthropologists met with members of the First Service contractors' network in major markets throughout the US. They conducted a deep interview that delved into the contractor's relationship with First Service and their existing communication tools. They then conducted an office information inventory for a more in-depth understanding of how that contractor communicated internally and completed a “service call redesign” exercise that uncovered the ideal communication flow within their organization.

During the second phase of the project, Context anthropologists met with prospective First Service clients – facilities managers responsible for HVAC decisions for medium to large nationwide companies. The researchers conduced a deep in-office interview and information and resource inventory to help understand how the participants find and use resources, communicate, and utilize technology. At the end of the meeting, researchers conducted a visual exercise with the participants to help them articulate the emotional aspect of their job and the decision-making process.

Based on the results of the study, First Service Networks developed internal (to contractors) and external (to prospects and clients) communications about the new wireless communications tools, receiving a great deal of positive feedback from both groups. The wireless tool recently launched to high initial marks from both clients and contractors.

About Context Consumer Insights

Context Consumer Insights provides a lens into consumer behavior based on our ethnographic research. This year, we cover the Grounded Consumer. We will identify key pieces that comprise this insight, illustrate examples from the marketplace and offer recommendations on what to do with this information from a marketing and product development standpoint.

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