Understand Markets & Buyers
Isurus helps B2B clients understand their markets’ buying criteria, develop personas and buyer journeys, and segment their markets.
Business Outcomes
Our research identifies the job to be done—the outcome a customer seeks to achieve through investment in a solution. These outcomes can include improving efficiency, enabling growth, or meeting regulatory requirements. Research can identify these desired outcomes, helping clients prioritize product roadmaps, sharpen messaging, and identify both direct and substitute competitors.
Buying Criteria
Buying-criteria research identifies the full range of factors buyers use when evaluating vendors. Features and price are the most critical factors, but other factors influence the final decision, including fit with existing processes, integration with other systems, vendor credibility, and brand perceptions. These non-product factors frequently determine the outcome when multiple vendors appear capable of meeting the prospect’s need and desired business outcome.
Personas
Isurus provides clients with the informational building blocks for B2B buyer and user personas and, in some cases, builds the personas. These projects explore the needs, perceptions, and concerns of stakeholders in the buying process.
Buying Journeys
Buying-journey research identifies the stages of the buying process, the participants involved at each stage, and the ways buyers gather information. These insights enable marketing and sales teams to align their efforts with how buyers actually evaluate solutions.
Market Segmentation
Segmentation research identifies the sectors, firmographic groups, or customer profiles most likely to buy the offering. For some clients, this is simply the prioritization of sectors or firmographics. Others use the research to inform their Ideal Customer Profile (ICP). Regardless of its sophistication, segment insights enable clients to focus product development, marketing, and sales efforts on the sectors and ICPs where they can compete most effectively.
These engagements can include qualitative research, quantitative research, or both.