Analytical Profiling of Michigan’s Small and Medium Manufacturers
In a continuation of the Voice of the Customer (VOC) survey and report, the National Center for Manufacturing Sciences (NCMS) developed an analysis method to score small and medium manufacturers (SMMs) based on their technology adoption level. Using the results of the survey conducted in late 2013 and based off of two main themes design responsibility and current technology usage a model was built to categorize SMMs into three technology-use demographics (high, medium and low). Each SMM is different in terms of needs, functions, responsibility and budgets. It is the goal of NCMS to learn as much as possible about the SMM market in order to respond to their needs. The original VOC survey provided a comprehensive profile for the Michigan market, and by using the results, a way to prove that such analysis is effective in predicting SMM innovativeness. Building a process of implementation for widespread
deployment in the future and identifying potential opportunities is the basis of this report.
Evaluation and analysis to analytically profile any SMM will help to understand the untapped market
potential, identify key demographics, reach the right audience, pinpoint “clusters” of similar SMMs, focus
product development and tailor marketing approaches and messaging. The quality of information extracted
is only as good as the data input and by using the VOC survey results provides a quick recognition of
the potential such an analysis can provide. A more thorough survey specifically created to address SMM
adopter traits and relative information is necessary when dealing with a larger demographic and to
pinpoint more accurate separation between adopter categories.