Today is part two of this season’s 3-part kickoff series where Dani Woolf gives you all the lessons learned from a year and a half’s work doing deep qualitative customer research.

We’re going to cover the top insights she learned from the 50+ buyers she interviewed.

As a refresher, it’s absolutely crucial to understand what it is you want to know from your research. Setting up goals is important or else your research will go to waste.

Going back to what Dani needed to know:

1. What are the motivations for working in the cybersecurity industry?
2. What are the biggest challenges they face in their role?
3. What are the goals they need to achieve in their role?
4. What are the triggers that cause them to even look for a new security solution?
5. What are the constraints or barriers to buying?
6. How do they do about searching for security solutions?
7. How do they like to be treated by vendors specifically?
8. What are big no-no’s when it comes to vendor relationships and customer service?

Whether you're a seasoned pro or just dipping your toes into the cyber and infosecurity space, the insights distilled on this week's episode of Audience 1st Podcast will help you understand not just the 'what', but the 'why' behind buyer decisions and experiences.

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