Novi VP of GTM & Strategy • 8y
This one’s all about sourcing. In a survey, I typically ask the “who are you?” question directly, and make sure I get over-sample of each crucial role. In interviews, I try to make sure I’m talking to a mix of “above the line” (only cares about ROI) and “below the line” (product user) buyers, as appropriate for the questions. Ultimately, you may not be able to get perfect information from all sides — it’s up to you to uncover clues and connect the dots as best you can.
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