The full picture at a glance.
AIM designed and supported a targeted online B2B study among senior technology decision makers in Australia, focusing on professionals responsible for workplace technology, managed IT services, document infrastructure and related technology procurement.
Client
The study targeted 150 respondents across major Australian business markets, including Sydney, Melbourne, Brisbane, Perth and Adelaide.
Industry
Managed Workplace Technology
Geography
Sydney, Melbourne, Brisbane, Perth and Adelaide
Audience
Respondents were required to be Manager level or above, with direct responsibility or significant influence over technology purchasing and workplace infrastructure decisions.
Responses
Target sample: 150 respondents
Timeline
LOI: 15 minutes
The business issue that triggered the study.
The client wanted to understand how Australian organisations were approaching: Managed IT and workplace services; Document and printing infrastructure; Cloud and hybrid workplace technology; Cybersecurity; Technology outsourcing; Vendor selection and procurement. The challenge was finding respondents who could genuinely speak about these decisions, rather than simply targeting broad IT job titles.
The constraints and decision complexity behind the brief.
- The audience was highly specific.
- Currently work in Australia
- Hold a senior IT or technology role
- Be involved in technology purchasing decisions
- Have knowledge of workplace technology infrastructure
- Be involved in, or influence, managed services or technology procurement
- Work within organisations of the required size
- The audience also required a balance across different organisation sizes and industries.
- A key challenge was identifying professionals who were both senior enough and close enough to the relevant purchasing decisions.
How the research program was designed and executed.
- AIM used a targeted B2B recruitment strategy through specialist technology sample sources.
- Current seniority and responsibilities
- IT decision making influence
- Organisation size
- Technology budget responsibility
- Managed services involvement
- Workplace/document technology responsibility
- Procurement involvement
- AIM also applied project level quality controls including:
- Duplicate prevention
- Response consistency checks
- Speeding and engagement review
- Profile to response validation
- Open ended response review where relevant
- Final quota and data quality checks
- Because the audience was niche, AIM monitored recruitment performance throughout fieldwork rather than treating the original feasibility estimate as a guarantee.
What changed once the findings were made actionable.
- The approach helped the client reach a more relevant technology audience and reduced the risk of including respondents who had an IT title but limited knowledge of the actual business decisions being studied.
- The recruitment framework also allowed the project team to identify where specific combinations of role, organisation size and responsibility were creating recruitment constraints.
The outcome signals that mattered most.
150
Completes target sample
5 cities
Sydney, Melbourne, Brisbane, Perth and Adelaide
15 minutes
survey length (LOI)
Delivery outcomes
Niche B2B audience recruited against the agreed definition
Senior technology decision makers represented
Geographic and company size mix maintained
Study level quality controls applied throughout
Final dataset reviewed for qualification and consistency
The clearest strategic lesson from the study.
For niche B2B research, a job title is only the starting point. The real value comes from identifying people who have the right responsibility, knowledge and influence over the decision being researched. AIM’s approach is to define the real decision maker, assess the recruitable audience carefully and manage quality throughout fieldwork, particularly when the target population is small or highly specialised. Representative case study format: use as an illustrative example unless the project history and results can be substantiated.