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Adoption barriers
Explore needs, switching concerns and upgrade triggers.
Ownership and decisions
Reach users and people shaping purchase decisions.
Distinguish consumer ownership from business decision involvement when planning software, device and durable-product research.
Start with the decision
Research that helps answer a specific question.
Choose the questions that matter to the business, then agree an approach and an audience that can answer them.
Buying process
Understand evaluation, influence, selection and budget responsibilities.
Product experience
Study reported usage, satisfaction and unmet expectations.
Study approaches to discuss
- Technology adoption and usage
- IT buying journey research
- Upgrade and switching studies
- Durable-product ownership and satisfaction
Define who can answer
The right experience matters more than a broad label.
These are audience examples for planning. Availability, source permissions and eligibility are reviewed for the actual study.
Owners and users
Specify products, usage frequency and purchase recency.
Business decision-makers
Define organisation size, function and decision involvement.
Considerers and switchers
Identify planned purchases and recent change experience.
Eligibility & quality
Make the qualification method explicit.
Agree what is self-reported, what the screener will check, and which requirements need additional evidence. Technical risk signals support the configured review process.
Decision responsibility
Qualify actual involvement rather than job title alone.
Product familiarity
Agree relevant ownership, usage or evaluation checks.
Organisation fit
Define sector, company size and geographic scope.
Job title or product knowledge alone does not prove authority. Independent employment or ownership checks require an agreed method.
Read our survey quality approachAgree the handover
Know what your team will receive.
The proposal defines the work, responsibilities and delivery formats. Sample supply, programming, managed fieldwork and analysis can be scoped separately.
Outputs to include in the proposal
- Agreed role and audience matrix
- Reviewed screener and quota requirements
- Specified journey or segment comparisons
- Reconciled files and fieldwork notes
Progress with context
Agree a reporting cadence for qualification, quota movement, source performance, quality reviews and unresolved outcomes.
At close, reconcile accepted completes, documented exclusions and pending client decisions against the agreed rules.
Explore managed fieldworkIllustrative study plan
How this could work in practice.
A planning example, rather than a completed client project or a delivery commitment.
- The question
- Understand barriers to adopting a business software category.
- The audience
- Relevant evaluators and decision-makers in agreed organisations.
- The approach
- Separate decision roles and qualify recent category involvement.
- The handover
- Provide agreed audience comparisons and reviewed response files.
Resolve before launch
A stronger brief makes the next conversation useful.
- Who influences or approves purchases?
- Which product experience counts?
- What company sizes are required?
- How recent must decisions be?
Separate essentials from flexibility.
Use the Audience Fit Planner to record mandatory criteria, possible alternatives and exclusions. Download a draft with open questions for the feasibility discussion.