We've all heard the story of the husband and wife who did not see things quite the same way. Although both of them attended the same event, you couldn't tell that from their descriptions of what took place or what was most important.

Like the spouses in the story, suppliers and end users of automatic data capture (ADC) hardware, software and systems sometimes have different views on the same subject. That seems to be true when it comes to buying, implementation and after-sale decisions, according to the results of a recent study spearheaded by ADC consultants Rick Bushnell of Quad II (www.quadii.com) and Karen Longe of Karen Longe and Associates (www.dunesystems.com/karenlonge).

The first-ever survey of more than 600 users and suppliers of those technologies was launched at last fall's Frontline Solutions event. The survey was conducted by Imagecare (www.imagecareinc.com) and the results were presented last month at the annual meeting of the ADC trade association AIM (www.aimglobal.org).

The survey results show that although suppliers' and users' ideas generally are a good match, they could be better aligned.

There's good alignment when it comes to key issues that determine why end users buy ADC equipment and technologies. All agreed that cutting costs was in the top slot, and that controlling inventory followed. Improving service held third place for both users and distributors, but manufacturers said reducing spending was third. Holding the fourth spot for end users was reducing spending. In fourth place for manufacturers was improving service, while distributors said improving quality was fourth. 'All three get the key message as to why people buy ADC,' points out Bushnell.

The survey also asked respondents to identify the primary needs of end users. Users said technology support was at the top of their list. Suppliers, though, said total solutions were end users' key need, but that didn't show up on the users' list until the third spot. Suppliers put technology support second. Implementation support was second for users and third for suppliers.

What does all this mean? Bushnell and Longe acknowledge that the 'total solutions' mantra cited by suppliers appears to be out of step with end users' priorities. But they may not be all that far apart, the consultants suggest. 'The critical question is, does the end user have the knowledge base and capabilities to make the right assessment of what they need? And is the supplier capable of assessing the information it is given and responding with the right answer?' Bushnell says. The answers to those questions, they say, are different for every company. The ability of buyers and sellers to work that out on a case-by-case basis is what really makes their relationship work.

For more information about this recently released survey, visit www.infocatt.com/summit2002.