Tech POV
background
Microsoft C+E was interested in finding ways to reach IT Implementors and Database Administrators through social, blogs, and events - and they needed it fast. They wanted a full breakdown of these segments in one week in order to begin planning their efforts to reach these audiences over the following year.
Purpose
The primary goal of this project was to get inside the minds of these niche tech workers and provide insights on their preferences and behaviors that would inform business strategies and tactics. Because of the tight turn-around, I needed to rely heavily on publicly-available data sets and interviews with industry experts.
Methodology
To create well-rounded audience profiles, I started by defining each audience’s role, education and career path. I then took a deeper dive into demographics and psychographics to uncover audience motivations and challenges as well as interests. I concluded by conducting in-depth-interviews with Gartner analysts to help inform each group’s behaviors and habits regarding social media, events and topics of interest.
result
An exhaustive report for each audience was delivered along with a client presentation that covered everything from ongoing education to go-to sources for information. Segment needs and preferences were profiled along with the challenges that they encounter in their roles. These insights culminated in a list of topics and actions that Microsoft should take to reach each segment in the right place at the right time.