Research
Buying vs. Using Observation
Recognizing that the person who buys the product and the person who uses it may have different jobs.
In B2B, the buyer and the user are often different people with different jobs. The buyer's job might be 'reduce vendor count to save money' while the user's job is 'get my reports done faster.' The buyer evaluates based on ROI presentations; the user evaluates based on daily friction. Products that optimize for the buyer and ignore the user get purchased and then abandoned. Products that optimize for the user and educate the buyer get adopted and renewed.