When it comes to B2B studies, having the right people is just as important as asking the right questions.
The tech industry is all about market segmentation. Unfortunately, this tendency often leads tech companies to miss a key measurement of success: whether the solution is actually accomplishing the tasks it is being used for.
You could be on a collision course for a stall point. Many companies don’t even recognize their market assumptions are wrong until it’s too late!
Understanding customers’ key buying criteria is vital to having a competitive edge. To give the people what they want, you have to know what they want.
When it comes to B2B market research, there is no better tool than In-Depth Interviews (IDIs) for gathering insight.
A quick caveat: for the best market research data, it’s important to speak with people who recently worked for the competition. Someone who worked there two or three years ago won’t be able to clue you into the current state of the company.
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