Overview

Findings and Impact

Extreme Office users have the same mental models as other users. They also experience the same problems as other users, just more often and more intensely. These users are influential, but they typically are not buyers. A Microsoft business division shared this research in their 2021-2022 financial year planning. The thought leadership has also been shared in a blog.

Problem

Microsoft wanted to identify and understand its more valuable and influential users. A Data Scientist had developed a behavioral profile of extreme power users of Office Suite. She hypothesized that these users would be valuable.

She wanted to learn how these users think about their communications. We also wanted to compare these users to more typical users, and to test her hypothesis.

Methods

Moderated Interviews, Unmoderated Interviews, 2 Surveys