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Redefining Market Research with AI for Tech Companies

Redefining Market Research with AI for Tech Companies

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 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. You have to think three to five years out." 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. Sponsor: Priscilla McKinney here! I am very excited to tell you about my 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. Priscilla McKinney is not just a CEO; she is also a LinkedIn Influencer. The reality is that very few people are using LinkedIn efficiently or effectively, and if you’re not careful, social media can become a black hole. When you emerge, you find you wound up in a place you never intended to go and you’re wondering where all the time went. Time is precious, and trying to be everything to everyone means becoming nothing to no one. That's why she's developed a transformative 12-week course that goes beyond basic tips and tricks – teaching you how to build a strategic network and create stellar content that cuts through the LinkedIn noise. Click here to learn more, and sign up for a spot in her social influence course today! Learn more about your ad choices. Visit megaphone.fm/adchoices
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