A software company sees prospects abandon a self-service purchase flow. The research question is where the process creates a barrier and whether that barrier differs across buyer types. Interviews about general preferences may miss a step that becomes obvious during an actual task.
Define the relevant audience
Recruit people with relevant buying or evaluation responsibilities. Distinguish smaller-business buyers from enterprise buyers when permissions, technical support, or purchasing processes differ. Do not assume that every marketer can complete an implementation task without help from IT.
Choose the research approach
Give participants a consistent, authorized task and record the point at which they need information, permissions, or another person’s input. If comparing competitors, define equivalent activities so the findings do not reflect different instructions.
Plan participant access and support
Plan any accounts, payments, or demonstrations with the research team before participation. Avoid asking someone to make an unapproved purchase or expose workplace credentials. Diaries or follow-up interviews can explain a barrier identified in the task.
Apply the planning lesson
A purchase obstacle can arise from a dependency on another team rather than a lack of interest. Recruit the right buyer contexts and observe the process before assigning a cause.
Set sample size, quotas, timing, and verification for the actual study. This illustrative scenario is a planning aid and makes no claim about a delivered Focus Crossroads project.
