What does the IT decision maker journey look like?

Contextual interviews are a user-centered approach that is often deployed to understand the customer journey.

Interviewees are asked to recall previous events and discuss them in great detail.  

We have used this methodology to speak to a variety of software and IT decision makers.


Our client, a maker of AI-driven software, wanted to talk to software decision makers to understand their needs as it relates to tools and technology.


Understand customer needs and journey


We conducted eight 1-hour one-on-one interviews with professionals via Zoom. Contents of the discussion included:

  • Awareness, interest, and usage in new technology
  • Customer journey
  • Tools and technology usage
  • Written concept evaluation
  • Evaluation of our client’s website


Insights that drove new product marketing and positioning

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