Enterprise UX: Finding the Right Research Candidates

In B2B and enterprise software, the paying customers are those with purchasing and decision making powers. However these economic buyers are generally not the same people that use software every day. The are not the end users with whom design research should be targeted. This mismatch between economic buying power and usage can create difficulties in selecting and conducting design research in business setting. In some cases it’s unclear who the end user is and in other cases it’s difficult to speak with them. Here are some tips Fuzzy Math has learned over the past 6 years conducting B2B and enterprise user research. Read more »