{"id":10052987,"date":"2020-03-02T13:31:36","date_gmt":"2020-03-02T11:31:36","guid":{"rendered":"https:\/\/www.fh-joanneum.at\/?post_type=projects&#038;p=52987"},"modified":"2020-06-04T09:59:25","modified_gmt":"2020-06-04T07:59:25","slug":"how-to-conduct-user-research-in-a-b2b-context","status":"publish","type":"project","link":"https:\/\/www.fh-joanneum.at\/en\/project\/how-to-conduct-user-research-in-a-b2b-context\/","title":{"rendered":"How to conduct user research in a B2B context"},"content":{"rendered":"<div class=\"wp-block-sidebar-layout-container margin-bottom-normal\">\n    <div\n        class=\"container-lg\"\n        style=\"--bs-gutter-x: 0;\"\n    >\n        <div\n            class=\"row\"\n            style=\"--bs-gutter-x: 0;\"\n        >\n            \n<div class=\"col-12 col-md-3 order-1 order-md-0 sidebar\">\n            \n<div\n    id=\"\"\n    class=\"wp-block-institute-card margin-bottom-normal\"\n>\n    <div class=\"container-lg\">\n                                    <div class=\"row justify-content-around\">\n                    <div class=\"col-8 col-sm-6 col-md-12\">\n                        <a\n        class=\"medien-und-design institute-card\"\n        href=\"https:\/\/www.fh-joanneum.at\/en\/institute\/design-communication\/\"\n        target=\"_self\"\n    >\n                            <div class=\"major-bg-color\">\n            <div class=\"wrapper\">\n                <div class=\"header\">\n                    <span>Institute<\/span>\n                <\/div>\n                <h4>Design &amp; Communication<\/h4>\n            <\/div>\n        <\/div>\n            <span><\/span>\n                    <\/a>\n                    <\/div>\n                <\/div>\n                        <\/div>\n<\/div>\n\n<div id=\"\" class=\"wp-block-fact-box margin-bottom-normal\">\n  <div class=\"container-lg\">\n        <div class=\"row justify-content-around\">\n            <div class=\"col-8 col-sm-6 col-md-12\">\n                <div class=\"card border border-light p-3\">\n                    <ul class=\"list-unstyled mb-0\">\n                                              <li\n                          class=\"mb-2\"\n                        >\n                          <div class=\"label mb-1\">\n                            Master\\&#039;s thesis\n                          <\/div>\n                          <div class=\"value fw-bold\">2019<\/div>\n                        <\/li>\n                                              <li\n                          class=\"mb-2\"\n                        >\n                          <div class=\"label mb-1\">\n                            Author\n                          <\/div>\n                          <div class=\"value fw-bold\">Florian Hasenh\u00fcttl<\/div>\n                        <\/li>\n                                              <li\n                          class=\"mb-2\"\n                        >\n                          <div class=\"label mb-1\">\n                            Supervisor\n                          <\/div>\n                          <div class=\"value fw-bold\">Johannes Robier<\/div>\n                        <\/li>\n                                              <li\n                          class=\"\"\n                        >\n                          <div class=\"label mb-1\">\n                            Master\n                          <\/div>\n                          <div class=\"value fw-bold\">Interaction Design<\/div>\n                        <\/li>\n                                          <\/ul>\n                <\/div>\n            <\/div>\n        <\/div>\n    <\/div>\n<\/div>\n\n<div\n        id=\"\"\n        class=\"wp-block-person-card margin-bottom-normal\"\n    >\n        <div class=\"container-lg\">\n            <div class=\"row justify-content-around\">\n                <div class=\"col-8 col-sm-6 col-md-12\">\n                    <a href=\"https:\/\/www.fh-joanneum.at\/en\/university\/person\/johannes-robier\"\n    class=\"person-card\">\n    <div class=\"border border-light h-100\">\n\n        <div class=\"image-wrapper\">\n            <picture>\n        <img decoding=\"async\"\n        class=\"img-fluid\"\n        src=\"https:\/\/online.fh-joanneum.at\/JOANNEUMonline\/visitenkarte.showImage?pPersonenGruppe=3&amp;pPersonenId=719519287A0FC219\"\n        alt=\"\"\n        title=\"\"\n                 onerror=\"this.src = 'https:\/\/www.fh-joanneum.at\/app\/themes\/fh\/public\/images\/avatar_dummy.e5edf9.png'\"     >\n<\/picture>\n\n        <\/div>\n        <div class=\"p-2 p-xl-3\">\n                            <p class=\"mb-1 hyphens\">DI (FH)<\/p>\n                        <h6>Johannes Robier<\/h6>\n                        <p class=\"mb-0 hyphens\">\n              University Lecturer (FH)\n            <\/p>\n        <\/div>\n    <\/div>\n<\/a>                <\/div>\n            <\/div>\n        <\/div>\n    <\/div>\n\n\n<\/div>\n\n<div class=\"d-none d-md-flex col-md-1 seperator-column\"><\/div>\n<div class=\"col-12 col-md-8 order-0 order-md-1\">\n     \n<div id=\"\" class=\"wp-block-text-content margin-bottom-normal\">\n    <div class=\"container-lg\">\n        <div class=\"row\">\n            <div class=\"col\">\n                <p>The business sector offers different conditions for user experience (UX) than the consumer sector. However, it is not clear how these differences affect user research. The purpose of this master&rsquo;s thesis is to find out which trends and best practices there are in this field, and to answer the question of how user research for business software should be conducted. In order to do this, semi&#8210;structured interviews were conducted with 15 designers and researchers working in this field.<\/p>\n<p>The results show that you should have sufficient knowledge of the sector, and that designers and researchers should be able to conduct usability tests, field studies, interviews, and remote user research. Moreover, remote user research could be more profitable than investment in a usability lab. Finally, approval from stakeholders can help strengthen the user&#8210;oriented business culture, reduce time&#8210;related issues, and gain access to users.<\/p>\n<p><a href=\"http:\/\/www.behance.net\/florianhasenhuettl\" target=\"_blank\" rel=\"noopener noreferrer\">www.behance.net\/florianhasenhuettl<\/a><\/p>\n\n            <\/div>\n        <\/div>\n            <\/div>\n<\/div>\n\n<div\n    id=\"\"\n    class=\"wp-block-image-slider margin-bottom-normal\"\n>\n    <div class=\"container-lg\">\n        <div class=\"row\">\n            <div class=\"col-12\">\n                <div class=\"swiper-outer-wrapper\">\n                    <div class=\"image-header\">\n                        <div class=\"swiper-navigation\">\n                            <div class=\"swiper-button-prev-custom\">\n                                <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"9\" height=\"14\" viewBox=\"0 0 9 14\" fill=\"none\">\n  <path d=\"M8 13L2 7L8 1\" stroke=\"\" stroke-width=\"1.5\" stroke-linecap=\"round\"\/>\n<\/svg>                            <\/div>\n                            <div class=\"swiper-button-next-custom\">\n                                <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"9\" height=\"14\" viewBox=\"0 0 9 14\" fill=\"none\">\n  <path d=\"M1 1L7 7L1 13\" stroke=\"\" stroke-width=\"1.5\" stroke-linecap=\"round\"\/>\n<\/svg>                            <\/div>\n                        <\/div>\n                    <\/div>\n                    <div class=\"swiper image-slider-swiper\">\n                        <div class=\"swiper-wrapper\">\n                                                                                                <div class=\"swiper-slide item\">\n                                        <picture>\n                        <source\n                media=\"(max-width: 576px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-2.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-2-768x264.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 768px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-2-768x264.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-2-1024x352.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 1024px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-2-1024x352.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-2.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 1536px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-2.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-2.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 1990px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-2.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-2.jpg 2x\"\n            \/>\n                <img decoding=\"async\"\n        class=\"img-fluid\"\n        src=\"https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-2.jpg\"\n        alt=\"How to conduct user research | in a B2B context 1\"\n        title=\"\"\n         loading=\"lazy\"             >\n<\/picture>\n\n                                                                            <\/div>\n                                                                    <div class=\"swiper-slide item\">\n                                        <picture>\n                        <source\n                media=\"(max-width: 576px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-3.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-3-768x196.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 768px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-3-768x196.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-3-1024x262.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 1024px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-3-1024x262.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-3.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 1536px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-3.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-3.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 1984px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-3.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-3.jpg 2x\"\n            \/>\n                <img decoding=\"async\"\n        class=\"img-fluid\"\n        src=\"https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-3.jpg\"\n        alt=\"How to conduct user research | in a B2B context 2\"\n        title=\"\"\n         loading=\"lazy\"             >\n<\/picture>\n\n                                                                            <\/div>\n                                                                    <div class=\"swiper-slide item\">\n                                        <picture>\n                        <source\n                media=\"(max-width: 576px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-4.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-4-768x226.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 768px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-4-768x226.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-4-1024x302.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 1024px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-4-1024x302.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-4.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 1536px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-4.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-4.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 1947px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-4.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-4.jpg 2x\"\n            \/>\n                <img decoding=\"async\"\n        class=\"img-fluid\"\n        src=\"https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-4.jpg\"\n        alt=\"How to conduct user research | in a B2B context 3\"\n        title=\"\"\n         loading=\"lazy\"             >\n<\/picture>\n\n                                                                            <\/div>\n                                                                    <div class=\"swiper-slide item\">\n                                        <picture>\n                        <source\n                media=\"(max-width: 576px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-5.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-5-768x209.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 768px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-5-768x209.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-5-1024x279.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 1024px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-5-1024x279.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-5.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 1536px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-5.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-5.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 2008px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-5.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-5.jpg 2x\"\n            \/>\n                <img decoding=\"async\"\n        class=\"img-fluid\"\n        src=\"https:\/\/cdn3.fh-joanneum.at\/media\/2020\/03\/how-to-conduct-user-research-in-a-b2b-context-5.jpg\"\n        alt=\"How to conduct user research | in a B2B context 4\"\n        title=\"\"\n         loading=\"lazy\"             >\n<\/picture>\n\n                                                                            <\/div>\n                                                                                    <\/div>\n                    <\/div>\n\n                    <div class=\"swiper-navigation-pagination\">\n                        <div class=\"swiper-button-prev-custom\">\n                            <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"9\" height=\"14\" viewBox=\"0 0 9 14\" fill=\"none\">\n  <path d=\"M8 13L2 7L8 1\" stroke=\"\" stroke-width=\"1.5\" stroke-linecap=\"round\"\/>\n<\/svg>                        <\/div>\n                        <div class=\"swiper-pagination\"><\/div>\n                        <div class=\"swiper-button-next-custom\">\n                            <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"9\" height=\"14\" viewBox=\"0 0 9 14\" fill=\"none\">\n  <path d=\"M1 1L7 7L1 13\" stroke=\"\" stroke-width=\"1.5\" stroke-linecap=\"round\"\/>\n<\/svg>                        <\/div>\n                    <\/div>\n                <\/div>\n            <\/div>\n        <\/div>\n    <\/div>\n<\/div>\n\n\n<\/div>\n\n\n        <\/div>\n    <\/div>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":26,"featured_media":10052978,"template":"","meta":{"_acf_changed":false,"footnotes":""},"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.fh-joanneum.at\/en\/wp-json\/wp\/v2\/project\/10052987"}],"collection":[{"href":"https:\/\/www.fh-joanneum.at\/en\/wp-json\/wp\/v2\/project"}],"about":[{"href":"https:\/\/www.fh-joanneum.at\/en\/wp-json\/wp\/v2\/types\/project"}],"author":[{"embeddable":true,"href":"https:\/\/www.fh-joanneum.at\/en\/wp-json\/wp\/v2\/users\/26"}],"version-history":[{"count":0,"href":"https:\/\/www.fh-joanneum.at\/en\/wp-json\/wp\/v2\/project\/10052987\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.fh-joanneum.at\/en\/wp-json\/wp\/v2\/media\/10052978"}],"wp:attachment":[{"href":"https:\/\/www.fh-joanneum.at\/en\/wp-json\/wp\/v2\/media?parent=10052987"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}