Having what amounts to a collective PhD in B2B comes with the responsibility to share some of our knowledge with the world. We’ve done that for years through The B2B Market Research podcast.
Ageism in tech is common knowledge, but, oddly, there doesn’t seem to be a lot of data on it.
In an ideal world, all B2B research would result in a tidy heap of quantitative statistics, graphs, and charts all pointing to a clear course of action. Company leaders would glimpse the dramatic numbers and approve strategy adjustments right away.
Your partner channel sees the world differently now. The cloud has changed everything. For partners today, it’s adapt or die.
B2B market researchers don’t always get to give good news. Researchers often find themselves in the uncomfortable position of having to explain that the product isn’t great, sales efforts are failing, or marketing is kind of “meh”.
LinkedIn ad targeting is a surprisingly useful tool for studying the gender gap in tech giants. Especially in the absence of diversity reports.
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.
Don’t underestimate the importance of the market research readout. It’s not just a PowerPoint. It’s the relevance of your study. If you lose stakeholder attention, you waste the findings you worked so hard to uncover.
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.
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