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So it sounds like this category works pretty much like any other with regard to the selection process - engineers go first to brands they are already familiar with, unless they have specialized needs. You point out that testing is important to verify the specs, does this result in longer product development cycles than usual?
From what I have seen and heard, the market splits into two main groups: for standard product and low-medium volume, the designer first looks to aname he/she knows as a credible vendor. If they have something that is a good fit (featgures and price), then they do a deal. For specialized, custom, or high-volume, the designer goes to a less well-known vendor and looks for a unique, tailored solution, and needs some assurance and testimony/references/track record that they can actually design and deliver the part.
Hi Bill - thanks for posting this. Given that the various claims can only be evaluted through hands-on testing, in your experience speaking with engineers is there a default position that they take with regard to what drives they choose to evaluate? IE, picking a driver from a vendor who is providing other components on the board?