Digital Transformation Success Redefining Market Research with AI for Tech Companies
Technology buyers can't make decisions based solely on immediate needs.
On this episode of Digital Transformation Success, host and Little Bird Marketing CEO Priscilla McKinney talks with Jay Shutter, CEO of Illuminas, who has spent three decades interviewing CIOs and senior IT leaders across every major technology transition.
How do you use tech products when you’re studying tech products? Interesting question and a good place to start when talking to an expert on market research in the tech space. McKinney takes the opportunity to get a finger on the pulse on how tech companies are struggling to understand enterprise buyers and how they gain a competitive advantage. Shutter gives an informed explanation of how technology purchasing decisions have evolved as systems become more integrated, requiring buyers to consider three to five-year implications because technology stacks create vendor dependencies. He shares insights from launching Radius Tech, which combines decades of technology research experience with AI-powered tools like Radius IQ for real-time qualitative probing within quantitative surveys. "Technology buyers today can't just think about what they're buying for today," Shutter explains. "Because technology changes so fast, you as a buyer have to think about today and the future."
They go a bit deeper, examining how marketing automation platforms have reshaped partner ecosystems. This part of the conversation reveals how market research can identify and address common positioning mistakes when companies try to reach skeptical enterprise buyers. In the end, digital transformation consulting approaches must evolve beyond traditional methodologies, and while AI levels the competitive playing field technologically, customer service excellence and human relationships are the standout differentiator for technology companies.
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