Market Research for the Tech Industry with Joanna Jones

Q: How did Microsoft Office get so famous? A: Word of mouth. Now, how did Microsoft Office improve its products using user experience research to satisfy customers and improve retention? No more dad jokes here. That’s a serious question for Joanna Jones with InterQ Research. CEO of Little Bird Marketing, Priscilla McKinney, welcomes Joanna to this podcast episode on Ponderings from the Perch. Joanna founded InterQ Research, a full-service qualitative and quantitative research firm headquartered in San Francisco. InterQ specializes in the tech industry. She has used user experience research, in-depth interviews, ethnographies, biometrics, Jobs To Be Done, social listening, and quantitative surveys to help clients like Delta Air Lines, Audi, Microsoft, Disney, Google, and Salesforce. When tech companies need to understand what’s next in B2B lead generation, product and innovation and so much more, they have tapped into this female-founded and run company. Joana shares that finding quality respondents is the key to B2B market research success and that companies must be willing to spend the majority of their research budget on recruiting alone. Equally as important as finding the best-suited respondents is creating a simulated environment for those participating to answer honestly. What good are the answers if they are not truthful and honest? Joana shares the effective strategies used by her team to create an environment for respondents that will produce the most natural feedback. Listen in to learn how you can improve your digital marketing plan with knowledge from this tech industry research expert. SPONSORS Are you an aspiring author looking to transform your ideas into a compelling book that elevates your brand and establishes your authority in your industry? If you can’t seem to get that idea inside of you into book form, maybe it’s time you consider hiring a professional scribe. Don’t let your story remain untold. Take the first step towards becoming a published author by booking a consultation. Visit https://info.littlebirdmarketing.com/meetings/priscilla18/become-a-published-author now and book a time to chat about how you can unlock the power of your words and stories. Priscilla McKinney, CEO at Little Bird Marketing, is excited to announce the release of her much-anticipated book, "Collaboration is the New Competition: Why the Future of Work Rewards A Cross Pollinating Hive Mind and How Not to Get Left Behind." The book's chapters are designed to be time-efficient, ensuring busy professionals can easily integrate these transformative ideas into their workflow. From discussing the state of affairs in business to providing fundamental strategies and seven practical anchors for staying on course, this book offers a fresh perspective and a competitive advantage in today's complex business landscape. Visit priscillamckinney.com for more information.