A leading high tech company learned that slow sales were due in part to lackluster enthusiasm among value-added resellers. BNResearch conducted a two-part attitude and usage market research study with value-added resellers and customers. By uncovering attitudes and perceptions of both resellers and end customers through in-depth interviews and a telephone survey, we were able to identify customer satisfaction, branding, and marketing communication opportunities for strengthening customer loyalty, product adoption, and market share growth.