3 Ways to Tap into the Right Research Participants
One of the challenges of conducting research in the B2B market is finding the right participants for research. As researchers, we want to immerse ourselves in the users’ environment and see first hand the tasks they perform on a daily basis. Ideally, this provides deep context for the research team, but it can be extremely difficult to gain access to be onsite with users.
The good news is that there are ways to get up close and personal with your customer and hear their voice. Here are three ways I've learned to gain the insights you need to move projects forward, despite the initial tension of finding participants.
- Leverage Channel Interviews: Begin with in-depth discussions with your channel partners who are often the gatekeepers to your end-users. After establishing trust, see if they will introduce you to customers to continue learning about their needs.
- Find a Boutique Recruiting Firm: Large recruiting firms will often turn away niche market projects. Find a small boutique recruiting partner that specializes in outreach to find your target customers.
- Travel to be Onsite with Customers: Nothing shows your interest in your customers like the willingness to travel to their location. These visits not only provide a wealth of unspoken data but also build stronger and more authentic relationships for future research.
Accessing B2B customers doesn't have to be a struggle, but it may take time and some investment. With these techniques, you can navigate the complexities of the B2B landscape and uncover the valuable customer insights that will propel your projects to new heights.
I’m deeply passionate about leveraging insights to drive meaningful change and help clients better understand their customers. Reach out to me if you’d like to discuss your upcoming research needs or brainstorm new research opportunities.
Posted in Improve Product Managers | Tagged Research, Strategy, Tools
