Case Study

Reaching Senior Technology Decision-Makers Across the UK and Ireland

About

Understanding Tech Buying Decisions

This B2B study explored how senior leaders in the UK and Ireland make IT and technology transformation decisions.It surveyed 500 owners, MDs, C-level executives and senior department leaders, including those outside IT, to understand who decides on and influences technology purchases.
Problem Statement

Finding Senior Decision-Makers in a Narrow, Hard-to-Reach Audience

The client needed 500 validated senior leaders across two audiences: IT-focused decision-makers and leaders from other business functions. The challenge was finding non-technology leaders with real influence over IT purchasing within a narrow company profile and a smaller eligible pool in Ireland, while keeping strict quality controls on a 10-minute survey and a limited budget.

Solution

Precise Targeting with Strong Fraud Controls

We built a layered screening process covering seniority, function, company size, revenue and decision-making influence. Image-picker and honeypot checks auto-terminated poor-quality respondents. Open-ended role responses were manually reviewed, and AI-generated answers were rejected. Quotas were managed by market and target group to keep the sample balanced.

Outcome

Results at a Glance

500Senior decision-makers targeted across two markets
100%Primary target quotas completed in both markets
4Layers of quality control
10Min survey length
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