• Twitter
  • LinkedIn
(503) 212-0687 | hello@cascadeinsights.com
Cascade Insights
  • Market Research Services
    • B2B Customer Experience Research
      • Buyer Personas
      • Buyer’s Journey Research
      • Key Buying Criteria Research
      • Jobs-To-Be-Done Research
      • User Personas
      • Customer Satisfaction Research
    • B2B Product/Service Research
      • Market Opportunity Research
      • Concept Testing
      • Go-To-Market Research
    • B2B Marketing Enablement Research
      • Data-Driven Marketing Research
      • Message Testing
      • Brand Research
      • Thought Leadership Services
      • Partner Enablement
    • B2B Sales Enablement Research
      • Competitive Landscape Analysis
      • Win-Loss Research
      • Churn Analysis
      • Channel Research
  • Marketing Services
    • Marketing Strategy
    • Messaging
    • Content Marketing
    • Sales Enablement
  • Insights and Perspectives
    • B2B Market Research Blog
    • B2B Marketing Blog
    • B2B Resources
  • About Us
    • Our Story
    • Our Clients
    • Client Testimonials
    • Careers
    • Ethics Policy
    • Privacy Policy
  • Contact Us
  • Search
  • Menu Menu

Tag Archive for: research

user persona research

How Does a Person Fall in Love…with Your Product?

May 12, 2021/in B2B Customer Experience Research, B2B Market Research Blog, Blog Posts, Product/Service Research, User Personas /by Krista Daly
Share this entry
  • Share on Facebook
  • Share on Twitter
  • Share on LinkedIn
  • Share by Mail

Users aren’t buyers. Unfortunately, B2B companies typically skip over this essential fact.

It is also true that B2B companies tend to buy buyer persona projects quite frequently, and user persona research much less so. We believe this is a mistake. Both research efforts are equally important, and the failure to do either one can lead to a lost customer down the road.

One reason for this divide is that marketers typically purchase buyer persona projects, not product research. These marketers are rightly concerned about the buyer’s journey, how buyers influence each other in the buying committee, and the customer’s key buying criteria. Regrettably, with all of this emphasis on managers, directors, and VPs, minimal attention is placed on users. And users can make or break a product’s success. Read more

Ageism In Tech

Tech Needs More Age Diversity

September 28, 2018/in Blog Posts /by Isabel Gautschi
Share this entry
  • Share on Facebook
  • Share on Twitter
  • Share on LinkedIn
  • Share by Mail

Despite frequent public commitments to diversity, the tech industry isn’t kind to those over age 35.

Read more

In Defense of Women in Tech

In Defense of Women In Tech

September 28, 2018/in Blog Posts /by Isabel Gautschi
Share this entry
  • Share on Facebook
  • Share on Twitter
  • Share on LinkedIn
  • Share by Mail

There have been attempts to justify the stark gender disparity in tech. But none of them are valid.

Read more

win-loss analysis

Win-Loss Analysis: 6 Reasons Why You’re Losing Deals

January 24, 2018/in B2B Buyer Persona Research, B2B Competitive Landscape Analysis, B2B Customer Journey Mapping, B2B Go-To-Market Research, B2B Market Research Blog, B2B New Product Launch Research, Blog Posts, Key Buying Criteria, Win/Loss Analysis /by Isabel Gautschi
Share this entry
  • Share on Facebook
  • Share on Twitter
  • Share on LinkedIn
  • Share by Mail

Never waste an opportunity to learn from a lost deal.

Read more

B2B SEO

SEO: The Balancing Act of Visibility and Utility

January 15, 2018/in B2B Channel Market Research, B2B Customer Journey Mapping, Blog Posts /by Sean Campbell
Share this entry
  • Share on Facebook
  • Share on Twitter
  • Share on LinkedIn
  • Share by Mail

How should marketers balance the need to be visible with the need to be relevant and useful?

Read more

The Spy Who Wasn't: Clarifying Competitive Intelligence

The Spy Who Wasn’t – Clarifying Competitive Intelligence

November 1, 2017/in B2B Buyer Persona Research, B2B Competitive Landscape Analysis, B2B Customer Journey Mapping, B2B Go-To-Market Research, B2B Market Opportunity Research, B2B Usability Testing, Blog Posts, Win/Loss Analysis /by Sean Campbell
Share this entry
  • Share on Facebook
  • Share on Twitter
  • Share on LinkedIn
  • Share by Mail

What is competitive intelligence (CI)?

A nuanced understanding of the marketplace in which you and your competitors are situated? Yes.

Corporate espionage? No.

Read more

mastering the mid-market

Mastering The Mid-Market: Lessons In Leadership With Charlie Nooney

October 3, 2017/in B2B Buyer Persona Research, B2B Channel Market Research, B2B Competitive Landscape Analysis, B2B Customer Journey Mapping, B2B Market Opportunity Research, B2B Market Segmentation Research, Blog Posts /by Sean Campbell
Share this entry
  • Share on Facebook
  • Share on Twitter
  • Share on LinkedIn
  • Share by Mail

If you’re going to transition from one market segment to the other, you sometimes just have to “rip off the Band-Aid hard,” according to MobiTV CEO Charlie Nooney.

Read more

Ageism In Tech: The Silent Career Killer

Ageism in Tech: The Silent Career Killer

June 21, 2017/in B2B Market Research Blog, Blog Posts /by Sean Campbell
Share this entry
  • Share on Facebook
  • Share on Twitter
  • Share on LinkedIn
  • Share by Mail

Ageism in tech is common knowledge, but, oddly, there doesn’t seem to be a lot of data on it.

Read more

Big Data Ethics: Math Responsibly

Big Data Ethics: Math Responsibly

March 22, 2017/in B2B Market Research Blog, Blog Posts /by Sean Campbell
Share this entry
  • Share on Facebook
  • Share on Twitter
  • Share on LinkedIn
  • Share by Mail

Big data can be used to create a powerful supporting argument for nearly anything. Wielded foolishly or maliciously, the potential for harm is great. It has never been more important to use math responsibly.

Read more

Riveting Research: It’s Not a Mission Impossible

December 5, 2016/in Blog Posts /by Isabel Gautschi
Share this entry
  • Share on Facebook
  • Share on Twitter
  • Share on LinkedIn
  • Share by Mail

There is no excuse for a dry market research readout.

Read more

Page 1 of 212

GET IN TOUCH

hello@cascadeinsights.com

(503) 898-0004

WHAT WE DO

Market Research Services
Marketing Services
Subscribeto RSS Feed

Blog Categories

  • B2B Buyer Persona Research
  • B2B Channel Market Research
  • B2B Churn Analysis
  • B2B Competitive Landscape Analysis
  • B2B Customer Experience Research
  • B2B Customer Journey Mapping
  • B2B Go-To-Market Research
  • B2B Market Opportunity Research
  • B2B Market Research Blog
  • B2B Market Segmentation Research
  • B2B Marketing Blog
    • Uncategorized
  • B2B Messaging
  • B2B New Product Launch Research
  • B2B Thought Leadership
  • B2B Usability Testing
  • Brand Research
  • Concept Testing
  • Content Marketing
  • Customer Satisfaction Research
  • Data-Driven Marketing Research
  • Jobs-To-Be-Done
  • Key Buying Criteria
  • Marketing Enablement
  • Marketing Strategy
  • Message Testing Research
  • Partner Enablement
  • Product/Service Research
  • Sales Enablement Marketing
  • Sales Enablement Research
  • User Personas
  • Videos
  • Win/Loss Analysis

Written by

Isa Gautschi
Isabel Gautschi
Sean Campbell
Sean Campbell

Connect With Us

503.212.0687

hello@cascadeinsights.com

  • LinkedIn
  • Twitter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

B2B Market Research

  • Customer Experience Research
  • — Buyer Persona Research
  • — Buyer's Journey Research
  • — Key Buying Criteria Research
  • — Jobs-To-Be-Done Research
  • — User Personas
  • — Customer Satisfaction Research

  • B2B Product/Service Research
  • — Market Opportunity Research
  • — Concept Testing
  • — Go-To-Market Research

  • Marketing Enablement Research
  • — B2B Data-Driven Marketing Research
  • — Message Testing
  • — Brand Research
  • — Thought Leadership
  • — Partner Enablement

  • Sales Enablement Research
  • — Competitive Landscape Analysis
  • — Win Loss Analysis
  • — Churn Analysis
  • — Channel Research

B2B Marketing

  • — B2B Marketing Strategy
  • — B2B Messaging Services
  • — B2B Content Marketing
  • — B2B Sales Enablement

About Us

  • — Our Story
  • — Our Clients
  • — Client Testimonials
  • — Careers
  • — Ethics Policy
  • — Privacy Policy

Blogs

  • — B2B Market Research Blog
  • — B2B Marketing Blog
  • — Cascade Insights Blog
Cascade Insights is proud to be a member of the Inc. 5000.
Scroll to top