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IDG Connect surveyed 262 IT professionals in Nordics countries; Denmark, Finland, Norway and Sweden. 209 of the respondents were from the non-tech industry while the further 53 respondents were from the tech industry.
Respondents were asked a multiple choice question to discover which buyer type they adopt when participating in a buying team.
From this, the respondent’s answer was categorised into one of the three buyer behaviours:
Collaborator: A collaborator seeks comfortable team consensus when it comes to a purchase decision. They consider member opinions, including the “pros” and “cons,” to be as valuable as facts and figures.
Challenger: A challenger consider themselves the experts in the group and will not hesitate to challenge points to arrive at the “best” decision. Challengers respect competence, know-how and the views of industry authorities.
Advocate: An advocate is vested in the potential impact the team’s decision will have on employees, company image and personal visibility. Advocates are action-oriented, working to promote their favoured vendor(s) forward.
This research is part of a global survey that was conducted by telephone to 3420 IT and Business Professionals.
The survey was conducted across Benelux, DACH, EMEA, Latin America, MEFA, Middle East, Nordics, Scandinavia regions.