Isurus Observations

Avoiding the Data Debate: A Better Way to Align Stakeholders

From 25+ years of supporting product teams, we’ve seen that the process behind the data often determines whether the stakeholder team aligns around the findings. A transparent, collaborative process builds trust before the first insight is even presented.

Here are three recommendations to strengthen stakeholder alignment the next time you bring data to the table.

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?

Beyond Buzzwords: Making AI Matter to Your B2B Buyers

Using AI as key component of your messaging strategy will only add value if customers understand the value the addition of AI to your solution benefits them. In our research we find that most customers are not able to make this leap and connect the dots. For AI-related marketing to resonate with customers, it must go beyond the novelty of AI and demonstrate how it enhances the solution for the customer.

How to Name a Product: A Guide to Creating Effective Product Names

Naming a new product is a crucial step. A good name can communicate the product’s value proposition, differentiate it from competitors, and create a positive association with customers. But how do you find a name that meets these criteria and resonates with your target audience? That’s where market research comes in.

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.

Higher ed sector disruptions: New research

What do Higher Ed leaders have to say about the impact of COVID, disruption in their category, and evolving their market strategy?

Bright spots in technology spending

Despite a relatively pessimistic outlook for the economy as a whole, most CFOs expect to boost their technology spend in 2012 by an average of 10%. The bulk of the spending will be in three distinct but related areas: mobility, business intelligence and cloud computing.

Vanilla Installations

The February edition of CIO magazine profiles the Maple Leaf Foods, inc. decision to move to a “vanilla” installation of its ERP system as it merged the legacy systems from the 35 business units it had acquired over the years. This trend towards out-of-the-box installations is one that we have seen developing across sectors and organizations.