What does the IT decision maker journey look like?

Contextual interviews are a user-centered approach that is often deployed to understand the customer journey.

Interviewees are asked to recall previous events and discuss them in great detail.

We have used this methodology to speak to a variety of software and IT decision makers.

Background

Our client, a maker of AI-driven software, wanted to talk to software decision makers to understand their needs as it relates to tools and technology.

Goal

Understand customer needs and journey

Methodology

We conducted eight 1-hour one-on-one interviews with professionals via Zoom. Contents of the discussion included:

Awareness, interest, and usage in new technology
Customer journey
Tools and technology usage
Written concept evaluation
Evaluation of our client’s website

Result

Insights that drove new product marketing and positioning

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