Initial market research was by a telephone survey of over 100 companies within a 40-mile radius. Several important findings emerged.

• Initially it was thought the buildings might need to be heavily serviced with equipment for wet laboratory operations. However, the study revealed little interest in such features, as computer-based science work was beginning to replace empirical science. It was clear that over 80% of research was undertaken in traditional office space.

• Low-cost computing was beginning to free scientists and engineers from the need for access to large amounts of capital. This meant that research development and design in science engineering and technology was no longer the exclusive preserve of large companies - so there was a demand and need for a range of small units to accommodate emerging technology based new companies.

• There was an emerging need for a business incubator to support start-up and spin-off companies establishing in the region as new technology-based firms.

• Small new technology based companies needed flexible leasing arrangements to enable them to focus on business issues and maintain growth without having to sign long-term property contracts.

• Growing incrementally on one site without having to relocate was highly valued but this facility was rarely available.

• A strong desire by companies to locate near a good pool of skilled labour.

• Companies considered access to University resources important. The studies also revealed that a range of companies would be attracted to the site. Several classifications were adopted in reviewing the viability and likely target markets. The initial classification separated them into:

• Hard start-up companies involved in developing products for the market. These required larger buildings than those not involved in developing new technology based products. These companies needed access to more specialised facilities, were likely to employ at the outset a wider range of specialists in dedicated roles, such as human resources, accounts and production, and needed substantially larger funding than soft start up companies.

• Soft start-up companies - most companies in this category were involved in consultancy. They needed small units and required fewer specialised facilities, were less likely to employ people in dedicated roles and needed less funding, as they developed using the cash flow from their consultancy activities.

• Medium-sized growing companies that had gone beyond the start up stage. They were likely to require stand-alone facilities with the image and reputation to attract the right calibre of employee and to influence customers.

• Large headquarters with research, development and design activities, which wanted a new facility associated with a university.

• Government research laboratories that were considering a new facility as part of re-structuring. This classification was further refined to take account of the activities in which target companies were likely to be involved, as follows:

• Added value resellers that altered existing products or used their functionality to add value before reselling them at higher value. Many consultants who developed bespoke solutions for customers using existing software packages fell into this category.

• Companies using technology from other providers.

• Companies that develop their own technology. A third categorisation divided companies into:

• Spin-outs formed to commercialise research findings from university, government or industrial research laboratories.

• Start-ups by experienced businesspeople seeking to create extra supplies of an existing product or service or, alternatively, who have developed an additional facet to their product or service that extends its value to particular customers.

• Inward investors. Taking all these categories into account, the University aimed to attract companies that were either bringing together technology developed by others or were developing their own technology as either start-up or spin-out companies, small specialist parts of large companies. It was intended also to support inward investment both from overseas and other parts of the UK, in the form of specialised research laboratories of larger companies as well in the categories of start-up and spin-out companies.

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