Drilling down to find better research results

Insight is often one segmentation away

I saw some recent stats by the team at Hubspot Research, based on asking sales and marketing people about tool overload. When lumped together we see this:

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But the more interesting findings only emerge when the two groups’ responses are separated:

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We find out that the two groups first headaches are quite different:

  • 45% of marketing staff finds monitoring/managing the different tools to be their biggest headache (only 28% for sales, which is their fifth pick)
  • 29% of sales staff cite two headaches as tied for first: switching between tools and managing passwords (marketing folks rate those as fourth (29%) and third (32%), respectively).

Their analysis:

It goes without saying that this analysis — linking both forward- and backward-looking insights — couldn’t have come about if the demographic information — in this case, job category — hadn’t been available. It’s proof that insight in research is often one segmentation away, and shows why we should get as much demographic information as possible to support segmentation analysis.

Written by

Founder, Work Futures. Editor, GigaOm. My obsession is the ecology of work, and the anthropology of the future.

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