Looking for detailed feedback from IT decision-makers on an upcoming product or service launch? Market research is a great fit!
When launching a new product for IT decision-makers, questions from developers may include:
A recently completed research interview project answered each of these questions! Learn more about the project below.
Technology evolves fast and so do the people making IT purchasing decisions. In many organizations, decisions about hardware, software, and digital tools are influenced by multiple roles: finance, operations, and executive leadership. Without targeted research, it’s easy to misjudge how these groups perceive your offer.
IT market research helps:
By focusing on small-business IT leaders or enterprise-level executives, researchers can identify not only what features matter but also the underlying motivations like security, scalability, or cost efficiency.
During the proposal phase of a market research project, we will work with clients to understand their needs.
This process helps determine which market research approach will meet their unique goals and objectives.
During the meeting, the market research and client teams will meet to discuss the goals, objectives, scope of the project, and next steps. This step ensures all team members are on the same page!
Workplan sent: After the kickoff meeting, the next step is to deliver a project workplan. The workplan specifies each step and expected deadlines. The workplan is flexible based on the client’s needs. Moreover, if the client needs more time to sign off on the research screener, they can take it!
With all our IT decision maker projects, we design and develop a question screener: The recruitment screener is critical to ensure the research team reaches the right audience. During this step, all screener criteria are addressed in a way that eliminates bias or leading language.
Agree to a finalized screener: Before recruiting can begin, the screener will be signed off on by the client.
Begin recruiting: After the screener is signed off on, recruitment for the small business IT decision-maker interviews can officially begin!
Agree to the finalized discussion guide: Before interviews can begin, the discussion guide will be finalized. While some projects may go through one or two drafts, others may need 3 or 5 drafts to perfect the discussion guide. It all depends on the unique needs of the client!
Begin interviewing: Once the discussion guide is signed off on, interviewing can begin.
Begin sharing folder access to recordings and transcripts: After the first interview is completed, the client will be given access to the recordings and transcripts from the interview. That file will be continually updated to reflect progress.
Begin report development: After the interviews are complete, the team will begin the reporting process.
Deliver report: It takes roughly two weeks to prepare a typical comprehensive report. Once a report draft is complete it will be sent to the client. After this, a Q&A meeting is set up to walk the client through the findings.
IT Decision Maker Market Research Case Study
A large technology company is looking to create a custom solution for small businesses IT decision-makers anywhere in the world.
The objective of the project was to assess the benefits of the new product, which would be targeted at IT decision-makers in small businesses.
The goal was to use the research to confirm the features/benefits of the new product, drivers to use the new product, and identify any barriers to using the new product that may exist.
Recommended Reading: Choosing a Methodology: Explore or Measure?
A large technology company is looking to create a custom solution for small businesses IT decision-makers anywhere in the world.
The objective of the project was to assess the benefits of the new product, which would be targeted at IT decision-makers in small businesses.
The goal was to use the research to confirm the features/benefits of the new product, drivers to use the new product, and identify any barriers to using the new product that may exist.
Qualitative in-depth interviews (IDIs) were a great fit for this project because we knew the client was looking for very detailed information and reasoning behind thoughts/decision-making.
For this IDI project with IT decision-makers and small businesses, Drive Research conducted 20 interviews with the target audience. Interviews were 60 minutes in length. Fieldwork began on April 27 and lasted until May 16, 2022.
Participant targeting included:
While the results remain confidential with the client, the market research provided the client with answers to their unique goals and objectives as discussed in the kickoff meeting.
Main takeaways included:
Want to work with Drive Research on your next market research project?
Drive Research is a market research company that specializes in conducting qualitative with specific B2B audiences. Our team has the knowledge and tools to design a robust market research study, should it be the right fit for your business.
Interested in learning more about our small business market research services? Reach out to us today!
