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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.

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Designing 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?

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How 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.

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7 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.”

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The 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.

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Four recommendations for bringing an AI product to market

Isurus’ perspective on AI-enabled solutions comes from multiple research engagements in the last three years. We work with a mix of growth-stage companies, and established companies adding AI to an existing product portfolio. We see a common set of trends and implications for bringing an AI product to market.

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Improve 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.

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How much of the B2B buyer journey is completed before buyers talk to vendors?

Recent work in a variety of B2B sectors leads us to question the premise that much of the customer journey is completed before prospects reach out to vendors. Our research indicates three product dimensions influence when B2B buyers engage with vendors in the buying process: Product differentiation, business criticality, and complexity.

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How 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.

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Insights 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?

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