Skip the segmentation: A New Approach to B2B Insights
Understanding your audience isn’t just about data points—it’s about uncovering the deeper motivations that drive decisions. SAP Concur’s marketing and sales teams needed a more nuanced understanding of their target audiences—defined by a complex matrix of job functions, firmographics, corporate cultures, and personal priorities. To meet this need, researchers at PSB Insights and Concur co-developed a novel approach to interpreting buying journeys by linking two MaxDiff exercises. The result provided deeper insights into familiar audience profiles while also surfacing the most resonant and actionable storylines to guide topline messaging and positioning.
While the methodology itself is innovative, this presentation also highlights how Concur researchers were able to bridge internal silos—identifying shared needs and delivering outputs that unified audience understanding across the organization.
If you’re ready to discover how strategic research can unify teams and sharpen your audience understanding, don’t miss this session!
Our lunch and meal choices are as follows:
- Cedar Plank Roasted Wild Sockeye Salmon – with seasonal sides
- Fish ‘n Chips – Ivar’s World-Famous dish!
- Blackened True Cod Tacos – Spicy blackened Pacific rockfish, cilantro-cabbage slaw, Cajun remoulade, mango salsa,
flour tortillas, house-made tortilla chips, pico de gallo, sour cream drizzle - Cheese Burger – 1/2 pound Newport Pride Beef, Tillamook cheddar, bistro sauce, lettuce, tomato, red onion
- Chicken Saltimboca – Alder grilled chicken, fresh sage, thin sliced prosciutto, smoked mozzarella
roasted pear, lemon-butter sauce - Grilled Portobello Stack – Alder grilled Portobello mushroom, roasted red pepper, grilled zucchini and yellow squash,
sautéed spinach, House specialty rice, balsamic syrup
John Koblinsky, SAP Concur Research & Insights Director
Joining SAP Concur in 2022, John is a lifer in the insights game. He began his career in online research in 2003 and expanded into qualitative and data analytics in the 2010s. Most of his career has been on the supplier side, working with boutique firms such as Edge Research (DC), Catalysis (Seattle), and Winkle (Amsterdam/NYC), where he developed custom research studies for clients across technology, financial services, and CPG sectors. His résumé lists a half dozen additional agency and client-side roles, reflecting a consistent drive to explore the most dynamic and engaging areas of the profession. Originally from the DC suburbs, John relocated to Seattle from New York City in 2016. Outside of work, he enjoys raising two young sons with his wife, woodworking—a hobby he picked up during the pandemic—and bike-commuting to the Bellevue office.
Joe Zamadics, Senior Director, PSB Insights
Joe has a strong background in quantitative survey methodology and modeling. After finishing his PhD in American Politics and methodology at CU Boulder, Joe began working on PSB’s Census team. There, he worked on refining the survey methods that tracked the penetration the Census marketing campaign and the effect of the campaign on Census participation. Now that the Census is complete, Joe works on projects that leverage PSB’s advanced modeling capabilities. These projects include choice-based models like DCMs and MaxDiffs. Joe’s areas of industry expertise include tech and public policy. Joe is published in peer-reviewed journals in political science and survey methodology. Joe lives in Boulder, Colorado. When he is not working, you can find Joe and his wife running the mountains of Colorado or taking care of their large household of pets.
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