#USA #Fairfield #Keypoint Intelligence #SMB technology #Research Series

Keypoint Intelligence Launches Research Series for SMB Purchasing Behavior

In a significant move to illuminate the technology purchasing journey of small and medium-sized businesses (SMBs), Keypoint Intelligence has introduced the Why Buy Research Series. This comprehensive set of primary research studies delves into how SMBs research, evaluate, and ultimately purchase print and scanning technologies in the US and EMEA regions.

Designed specifically for manufacturers, retailers, and channel partners in the printing and scanning sectors, this research series aims to provide insights that can reshape product strategies and optimize marketing approaches. By understanding buyer behaviors from initial research to post-sale interaction, technology providers can make informed decisions, tailoring their offerings to better suit the needs of their customers.

The findings from this research underscore a key element: the purchasing journey for SMB technology varies greatly based on several critical factors, including the size of the company, its age, specific use cases, and regional market differences. These dimensions shape where customers initiate their research, which brands are considered, and the final purchasing decisions made.

Digital exploration is pivotal in this journey. Buyers often utilize search engines, read online reviews, and explore retailer websites. Additionally, they assess manufacturer content extensively before making a final decision. Practical aspects like product availability, ease of purchasing, performance, support offerings, sustainability, and brand trust come into play significantly, influencing the choice made by SMBs.

The Why Buy Research Series investigates key areas relevant to SMB purchases, including:

• - Buyer personas and their comprehensive purchasing journeys
• - The impact of digital research and online reviews on buying behavior
• - Triggers that prompt purchases and the priorities that guide product selection
• - Preferences regarding channels spanning markets, retailers, and OEMs
• - Considerations around sustainability and subscription models
• - Variability in buyer behavior across regions, particularly in the US, Western Europe, and the UAE
• - Patterns in buying supplies and paper, alongside purchasing behaviors post-sale
• - Requirements for scanner workflows and productivity focuses

Deborah Hawkins, Group Director of Keypoint Intelligence's Workplace Team, remarked, "The size of a company emerged as the primary structural driver influencing buyer behavior throughout their journey. This insight highlights the importance of segment-specific messaging for vendors and necessitates the creation of tailored journeys for distinct buyer personas."

Moreover, the implications extend beyond initial hardware transactions. Insights from the US print study reveal that buyers frequently continue sourcing supplies through the same channels they utilized during their initial purchase. Convenience stands out as a leading factor, especially when it comes to purchasing ink and toner. Conversely, paper purchases exhibit a preference for quality, compatibility, availability, and brand confidence, suggesting a more complex decision-making process.

Diving into the EMEA study reveals additional nuances across regions. In Western Europe and the UAE, buyer behaviors differ in aspects such as expansion purchases, employer funding involvement, sensitivity to sales promotions, and sustainability focus. These findings stress the necessity for manufacturers and channel partners to customize their approaches for individual markets rather than defaulting to a one-size-fits-all strategy across the region.

The Why Buy Research Series comprises four research briefings that cover the purchasing landscape for print and dedicated scanning technologies across the US and EMEA, aiming to convert primary research into actionable insights for product development, marketing initiatives, and sales strategies.

Organizations seeking to leverage these insights can also collaborate with Keypoint Intelligence's analysts for tailored vendor-specific reviews and explore ways to use these findings for various market-facing strategies, sales enablement, and thought leadership initiatives.

For more details or to access the research briefings, interested parties should visit the Why Buy Research Series page.

About Keypoint Intelligence

For over 60 years, Keypoint Intelligence has served clients in the digital imaging sector with reliable, independent testing, lab data, and extensive market research. Holding a reputation as the most trustworthy resource for unbiased information and analysis in the industry, Keypoint Intelligence's expertise continues to empower clients towards achieving product and sales success.