Microsoft

How Microsoft used behavioral research to deeply understand Software Architects pain points and motivational triggers
Client: 
Microsoft
Project: 
Field Study

The Challenge

Determine who audience really is and what they really want. Improve content desirability with a website, magazine and events. Microsoft had used surveys and focus groups to reach its software architects but never behavioral research. They wanted to know who they were, what issues they were truly dealing with and how best to support them with cross-channel content.