You can’t be unbiased when comparing your company’s offering to your rivals’. We get it, you’re proud of the work you do and the innovations of your team. Of course, your offering is No. 1 in your eyes.

But… you do have to know where you rank. Building effective strategy depends on it. It’s just too important a matter to leave up to wishful thinking.

Luckily, B2B usability testing can give you an objective view of your pain points and competitiveness.

However, designing B2B usability studies requires finesse. You have to have the proper technology, access and, importantly, knowledgeable research participants.  In this episode of the B2B Market Research Podcast, we brought in MeasuringU Principal Jeff Sauro to explain how usability testing differs in a B2B context.

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