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When Product-Market Fit Assumes Too Much Sophistication
A strong value proposition won’t translate into strong sales if your market isn’t ready to adopt. This post breaks down the risks of overestimating customer sophistication—like inflated TAMs and misaligned messaging—and outlines a practical framework to assess readiness across technical, human, and organizational dimensions.
Read MoreDesigning Semi-Structured Interviews
Before conducting a set of customer interviews, you need to decide how much structure you need to impose on those conversations. Will open, free-flowing conversations yield you with the insights you need? Or do you need to lead the discussion down a specific path? To answer this question, first ask yourself why you are conducting the interviews?
Read MoreHow much data is enough?
How many surveys do we need for the data to be statistically significant? This is one of the most common questions for B2B product marketing teams when scoping out a quantitative survey project. The short answer is Probably fewer than you assume in most use cases.
Read More7 Proven Tips to Deliver Actionable Market Research Insights
Struggling to turn market research data into actionable insights? This guide shares 7 proven tips from Isurus’ 20+ years of experience to deliver findings that drive real business impact.”
Read MoreThe limits of research and importance of judgement
Research data, especially quantitative data, can temp users and readers to go down paths the research was never designed for. The following are three recommendations to keep in mind when reviewing and sharing data from a research engagement.
Read MoreImprove Sales and Marketing Alignment
Is there a perpetual, uncrossable gap between the sales and marketing? We don’t think so. While the gap may be large, we believe it’s possible to build bridges that benefit both functions. The following are trends we’ve seen that can help B2B marketing teams strengthen their relationships with the sales function.
Read MoreHow to write an RFP for your next market research project
When organizations use custom market research services for the first-time or only sporadically, a common question is how to structure the RFP. RFPs can be the proverbial double-edged sword. Done well, the market research RFP is a valuable tool for both the client and their prospective market research partners. Done poorly, it becomes a barrier to effective discussion, and can result in proposals that meet the RFP specs but don’t actually solve the business need.
Read MoreInsights and Strategies for the Next Recession
Economists have sounded the alarm about an impending slow down or recession for almost a year. The corona virus may be the event that makes those predictions a reality. What can B2B marketing teams do to help their companies survive and thrive in challenging times such as these?
Read MoreIsurus’ article on B2B buyer journey featured in Quirk’s Marketing Research Review
The February 2019 issue, focused on B2B market research topics, includes our article “Overcoming Inertia: How to understand sporadic customer journeys in low involvement B2B categories” .
Read MoreAre the response rates to your B2B customer surveys dropping?
If the response rates to your B2B customer surveys have dropped the past couple of years you aren’t alone. The trend spans verticals, product types, decision makers and end-users. Multiple factors contribute to the decline in responses: Spam filters have gotten stricter; DIY survey tools and the near ubiquitous NPS programs overload customers with surveys; and, poorly designed surveys create a poor experience for customers. So what can you do?
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