I got to attend an invitation-only Google/TechTarget event at Google’s office in Cambridge, MA, and tweeted some of the more interesting tidbits of knowledge I picked up. (In all truthfulness, I added a couple to this column.)
The event, “The Google/TechTarget Research Project: How IT Pros Search Online During the Purchase Process,” was billed as “TechTarget and Google partnered to research the search behaviors and online interests of business technology buyers, including the relationship between brand and search activity.”
The research was compiled from a sample of 2,200 participants from North America, Europe, and Asia. Topics covered included search terms used at the various stages of the IT buying process, buyer attitudes toward lead-generation efforts, and more.
There were some very interesting data offered, and the food was actually pretty darn good. However, I wish they gave more examples of practical applications for the data and findings they revealed. I guess it’s up to us to figure out how to apply the data to what we do in the future.