‹ Success Stories


Audience understanding, content and thought leadership research to derive key insights and build expertise.

The business challenge

Crayon is a leading and full-service consultancy specialised in digital transformation. Based in Norway, they employ 3,300 employees in nearly 40 countries.

Crayon wanted to raise awareness around cost-optimised technology and digital transformation, showcasing their expertise in that space so they could captivate their audience with relevant and exciting content.

Crayon initially commissioned Sapio Research in 2022 to build an understanding of how IT decision-makers across the world experience and prioritise IT cost optimisation. A year later (2023), they decided to once again investigate the opportunities and challenges faced by IT decision-makers regarding how they manage and optimise their IT estates through the entire lifecycle.

Based on the results from the previous year and in collaboration with Crayon, we decided to dive deeper into some of the trends that we observed.

Raising awareness, building authority and generating great coverage by producing insightful, expert content.

Our research solution and approach

Quantitative research followed by content creation

In February 2023, Sapio Research conducted a survey among 2,008 IT decision-makers and buyers/procurement leaders in organisations with 200+ employees across 18 countries, including Australia, Austria, Denmark, Finland, France, Germany, Norway, Philippines, Portugal, Saudi Arabia, Singapore, South Africa, Spain, Switzerland, The Netherlands, UAE, UK, and USA.

To ensure results were comparable to a similar survey conducted in 2022, we took every step and precaution to guarantee a close match with the sample.

The survey was conducted online using email invitations and an online survey.

Aside from conducting the research and delivering the data & insights, Crayon commissioned Sapio Research to produce valuable thought-leadership content.

The content was tailored to Crayon’s objectives and the research, helping them to engage their audience and position themselves as experts and leaders in their field.


The research

Crayon successfully raised awareness around IT cost optimisation, sharing their expertise on this topic and positioning themselves as a leader in their field:

  • Highlighting how important having an IT cost optimisation strategy is for organisations across the globe
  • Showcasing their expert understanding of the challenges and opportunities faced by organisations that adopt a cost optimisation mindset
  • Demonstrating how their audience can extract greater value from their ever-changing IT estates

Read more in the full report here.

Content creation

In addition the data and insights, Sapio Research provided the content for five blog posts. Some highlighting findings from 2023, some from 2022 and some comparing them. Here are some examples:

By producing key insights and writing expert, targeted blogs, Sapio Research enabled Crayon to:

  • connect with their target audience by providing valuable information about the challenges they face and trends and areas they can focus on
  • showcase their knowledge and position themselves as experts in their space
  • convince and convert, leading potential customers to consider them as their chosen service provider to support them in their journey towards IT cost optimisation

The insights generated by our research also provided endless possibilities and opportunities for content marketing, enabling Crayon to reuse and multipurpose the blogs that we initially created.

The research in detail – topics and key findings

The state of IT cost optimisation – Insights from IT decision-makers

Following the initial research conducted in 2022, additional markets and topics were explored. This included how organisations adapted and filled the gaps, and where the greatest support around cost optimisation can be provided.

Through the research, Crayon wanted to understand, analyse and evaluate the following trends and behaviours:

  • The need and pressure to reduce or optimise IT costs, and how the economic downturn has so far affected IT spending
  • The different methods used to optimise IT costs, specifically around cloud management practices (FinOps and Software Asset Management)
  • The challenges companies or individuals are facing, as well as potential pain points and blockers
  • The areas where organisations require support with the above, including attitudes to potential solutions
  • The extent to which organisations seek external support when it comes to optimising their IT estates, and what type of support they need

The survey clearly emphasised a need for cost optimisation due to a lack of understanding of organisations’ IT spending and IT decision makers believing there is room for improvement in managing their IT estate.

Despite this, organisations are striving to adopt a cost optimisation mindset, and the majority have already implemented a framework or clear guidelines to measure the success of cost management initiatives. They are engaging external consultants to help with cost optimisation and are starting to introduce FinOps and SAM practices to help improve capabilities and practices.

However, challenges persist in areas such as license management and cloud spend optimisation, creating opportunities for organisations to seek external support and expertise in these areas. By leveraging these insights, organisations can refine their cost optimisation strategies, drive efficiency, and maximise the value derived from their IT investments.

A rise of the cost optimisation mindset

There is an evident shift in focus towards finding efficient and cost-effective solutions in IT operations, highlighting the increased importance organisations place on managing and reducing their expenses in this area.

A staggering 91% of C-suite executives (IT decision makers) identified the optimisation of their cost structure as a high priority, and 87% of organisations have already adopted a cost optimisation mindset.

Approximately 62% of organisations have implemented a FinOps practice, which involves the integration of financial and operational aspects to optimise IT spending. Furthermore, 11% are already in the ‘run phase’ (continuously improving their FinOps capabilities and practices) and over three quarters in total (77%) have already implemented a Software Asset Management practice.

54% of all businesses report that they are now looking into IT spending more carefully and through a business value perspective.

A positive economic outlook for IT investments

Nearly half (48%) of the surveyed IT decision-makers expect the economic climate to have a positive effect on IT investments in the short term. This sentiment increases to 54% when considering the long term, specifically in 2024 and beyond. These findings indicate a growing confidence in the value and potential return on IT investments.

Opportunities and challenges for organisations across the world

The survey highlighted a clear need for organisations to be more in control over their unused software licences. Only 39% of organisations reported having 100% visibility and control over those, which highlights a significant area of opportunity for optimizing IT costs through better license management and utilisation.

As a result, the research highlighted a strong demand for external expertise and guidance when it comes to optimising and managing cloud-related expenses effectively. Among the various areas of cost optimisation, the sharing of knowledge on cloud spend optimisation emerged as the most popular area where organisations sought external consultants’ assistance, with 40% of respondents indicating working with a consultant to help them through the process.

If you’re keen to take a deep dive into your sector and produce eye-grabbing reports and content, then check out our Content Research page, or read more the benefits of conducting tech market research. 👀

‹ Success Stories

Praxis Medicare

Understanding market opportunity for an AI-driven digital healthcare technology solution.

The brief

The start-up Praxis Medicare was looking to understand the market opportunity for a digital healthcare technology solution. Designed to help organisations (particularly SMEs), the system, which is based on historical healthcare data, uses Artificial Intelligence (AI), plus employees’ responses to help minimise absenteeism, improve engagement, increase staff retention levels and attract high calibre members of staff.

The advanced digital health risk analytics programme was awarded a grant by Innovate UK to test its commercial feasibility as it fitted into the Government brief of:

  • improving patient outcomes
  • offering new approaches to healthcare that transform its delivery
  • reducing the demand on the health system

This feasibility project specifically set-out to understand the required tonality of an AI proposition and its resonance if the output was Productivity/Econometrics based or Employee Engagement/Retention focused.

Understanding the market opportunity for a digital healthcare technology solution

A series of exploratory in-depth face-to-face interviews and a quantitative research phase

What we did

A series of exploratory in-depth face-to-face interviews, using professionally developed customer journey stimulus and story boards, were completed to explain the concept and help to understand the potential issues and perceived benefits. This was then complemented by a quantitative research phase to validate the findings and help develop a go-to-market strategy. Particular insight was provided around dashboard UX/tonality, price point analysis and the characteristics that prospects needed to exhibit. All of the interviews were completed with business managers in high churn industries with specific responsibly for HR and talent acquisition.

The outcome

The project gave Praxis the evidence it needed to meet the review criteria of Innovate UK, the insight required to develop the system further and a route map to take the solution to market.

‹ Success Stories


Demonstrating DocuSign's thought leadership and ability to aid global Digital Transformation by helping them understand what consumers expect.

The brief

To demonstrate DocuSign’s thought leadership and ability to aid global Digital Transformation, by helping them understand what consumers expected from organisations and the challenges they faced. The study needed to understand whether there was a gap between expectations and execution, how these differed by region and where priorities lay.

Demonstrate DocuSign’s thought leadership

Understanding the state of the market and evaluate the issues that were being uncovered by the research

What we did

Initially a UK only study was conducted to test the campaign approach, understand the state of the market and evaluate the issues that were being uncovered by the research. These were then reflected in a global study of over 10,000 consumers and 2,000 Business Decision Makers in: Legal, HR, Sales, Finance and IT Departments across 10 countries. A common set of questions for all the markets was used along with country specific questions for added local insight.

The outcome

Results from the study were developed into a White Paper by Made By Chameleon, presented through Webinar’s and discussed at a round table event with senior executives from key accounts and featured across different media channels such as The Raconteur.

A White Paper discussed at a round table event with senior executives

Sapio Research has been a wonderful partner to work with. They listened closely to our business goals and objectives and created a research design that best fit our needs.

Jamie Bothwell
Director of Marketing (Northern Europe)

When insights are required to drive engaging content that delivers actual business outcomes, Sapio Research have been invaluable.

Tom Buttle
President & Managing Director
MWW London
‹ Success Stories


Generating insight that to help position OpenText as thought leaders on Digital Transformation and Industry 4.0 in the Manufacturing sectors in the UK and Nordics.

The brief

To generate insight that would help position OpenText as thought leaders on Digital Transformation and Industry 4.0 in the Manufacturing sectors in the UK and Nordics. The research needed to be insightful, build on what was already published, be interesting enough to present as part of OpenText’s Innovation Tour in London and Stockholm and provide collateral for a White Paper.

Generate insight that would help position OpenText as thought leaders

Extensive secondary research to identify topics

What we did

Extensive secondary research to identify topics and issues that had already been covered – and were trending – and then, in conjunction with OpenText, developed themes that would benefit from further original research. The original research needed to build on what was known, be of interest and help OpenText establish a Point of View.

The outcome

A telephone research study of 150 “C” suite decision makers that identified the drivers and challenges manufacturers were experiencing on their Digital Transformation journeys. While technology was a challenge it wasn’t necessarily the one people expected and the study also identified a whole new set of people orientated challenges that hadn’t necessarily been anticipated – the new skills shortage. The results were presented as part of OpenText’s Global Innovation tour, developed into a Thought Leadership piece and summarised in an Infographic.

Identified undiscovered challenges

We were very pleased to discover their approach to developing and building out our brief and delivering additional assets to the project.

Tom Leeson
Industry & Value Marketing Strategist
‹ Success Stories


Enterprise Mobility – The benefits delivered.

The brief

To help support their service set, Synchronoss, a provider of mobile software and platform solutions, wanted to show a relationship between enterprise mobility and business success.

Show a relationship between enterprise mobility and business success

526 “mobile maturity decision makers” working in IT departments within medium and large sized companies across the UK and US were interviewed

What we did

Sapio partnered with the clients PR agency to design a suitable questionnaire. 526 “mobile maturity decision makers” working in IT departments within medium and large sized companies across the UK and US were interviewed with an online survey. Sapio and the PR agency developed an analytics frameworks to show a relationship between business success measures (e.g. turnover as a percentage of gross profit) and the level of mobile maturity within organisations.

The outcome

The framework successfully showed that organisations with high mobile maturity performed better. The research received coverage in Business Wire and Beta News as well as being recognised by the Financial Times. A whitepaper was produced by Synchronoss to outline the findings.

The research received coverage in Business Wire and Beta News as well as being recognised by the Financial Times.

‹ Success Stories


Digital Solutions in Retail – Customer expectations and disappointments.

The brief

Zeta Global, a data driven marketing technology company wanted to explore customer behaviours and attitudes to highlight how companies need to shift their marketing strategies to keep up with their customers’ pace and match their expectation.

Explore customer behaviours and attitudes

Interviewing 3030 UK consumers

What we did

Sapio Research interviewed 3030 UK consumers with an online survey. The sample was balanced by age, gender, and region to achieve a nationally representative sample.

The outcome

Retail experiences were shown to be lagging behind customer expectations. Personalisation and great customer service were behind customers going back to their favourite brands. A whitepaper was produced from the research and the story hit multiple news sites including: The Retail Bulletin, Internet Retailing, and Fashion United.

A whitepaper was produced from the research and the story hit multiple news sites

‹ Success Stories


Supply Chain KPI’s – Which really deliver?

The brief

To launch their new branding, Iptor, a provider of distribution management software, desired a supporting research piece to grab the attention of the logistics industry.

A supporting research piece to help launch their new brand

Interviewing 500 logistics professionals

What we did

Sapio Research interviewed 500 logistics professionals across the UK, US, Australia, Benelux, and the Nordics with an online survey.

The outcome

The research revealed the key challenges to supply chains included: complexities within, the trace-ability of products, and striking a balance between being cost efficient and sustainable. The research supported an event by Iptor attended by industry journalists, and received media coverage from a variety of outlets including Retail Times, Logistics & Supply Chain, and SHD Logistics, its even been referenced by other research companies as a highly relevant article as an authoritative whitepaper has been produced.

Media coverage from a variety of outlets

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