Case Study ┃ In-Depth Interviews & UX Research ┃ B2B Software
Read time: 5 minutes
Praxia Insights partnered with a credentialing software company to learn what frustrates the people who manage credentials at their organizations. Our team spoke with directors, vice presidents, and technology leaders in one-on-one interviews, analyzed what they said, and delivered a final report on their pain points with the software they use today.
3
senior buyer roles: directors, VPs, and technology leaders
1:1
interviews, each with a single leader
2026
completed in July
Project Summary
| Client | A credentialing software company |
| Industry | B2B software |
| Services | Participant recruitment, in-depth interviews, interview protocol design, analysis, and reporting |
| Participants | Directors, vice presidents, and technology leaders responsible for credentialing at their organizations |
| Methods | One-on-one interviews with a custom interview protocol |
| Deliverables | Final report on credentialing software pain points |
| Timeline | Completed July 2026 |
Table of Contents
- What did the company need to learn?
- How was the interview study designed and run?
- What did the company get from the study?
- Key Takeaways
- Frequently Asked Questions
- Work With Praxia Insights
What did the company need to learn?
The company wanted to understand what frustrates the people who choose and run credentialing software, so it could build and sell a product that solves those problems. Those decisions usually sit with senior people, such as directors, vice presidents, and technology leaders, who are hard to reach and short on time.
The company needed to hear from enough of these leaders to see which frustrations came up again and again and which were specific to one organization, and it needed each conversation to go deep enough to understand why the problems happen.
How was the interview study designed and run?
Finding senior B2B participants
Our team recruited directors, vice presidents, and technology leaders who manage credentialing at their organizations. Senior B2B participants are some of the hardest people to reach for research, so finding the right leaders was a central part of the project.
Writing the interview protocol
We wrote a custom interview protocol so every conversation covered the same core topics, while still leaving room for each leader to talk about the problems that matter most at their own organization.
Speaking with each leader one on one
Our team facilitated every interview one on one. Talking with each leader individually let them describe their tools, their workarounds, and their frustrations in detail, without other participants in the room.
Analysis and reporting
We analyzed every interview to find the pain points that came up across many organizations and the ones tied to particular roles, then wrote a final report for the company.
What did the company get from the study?
The company now has a detailed account, in its buyers' own words, of what frustrates them about credentialing software today. Because the work is confidential, the company's name and the specific findings aren't published here.
- Findings from interviews with directors, vice presidents, and technology leaders.
- A picture of which pain points came up across many organizations and which were specific to certain roles.
- A final report the company's product and sales teams can use when deciding what to build and how to talk about it.
Key Takeaways
- Praxia Insights partnered with a credentialing software company on a study of buyer pain points.
- Our team spoke with directors, vice presidents, and technology leaders who manage credentialing at their organizations.
- Every interview followed a custom protocol and was facilitated one on one.
- The company received a final report on the frustrations its buyers have with credentialing software.
Frequently Asked Questions
What can B2B interviews show that a survey can't?
In one-on-one interviews, leaders can explain why a problem happens, describe the workarounds they've built, and talk through how decisions get made at their organization. In this study, those conversations showed which pain points came up across many organizations and which were specific to certain roles.
How do you recruit directors and VPs for research interviews?
Senior B2B participants are hard to reach, so recruiting them takes careful screening and outreach. For this study, Praxia Insights found and spoke with directors, vice presidents, and technology leaders who manage credentialing at their organizations.
Why use one-on-one interviews instead of focus groups for B2B research?
One-on-one interviews let each leader talk in detail about their own organization's tools and problems without other participants in the room. That privacy matters when people are describing internal processes and frustrations.
Can Praxia Insights run B2B interviews for my software company?
Yes. Praxia Insights recruits B2B participants, writes the interview protocol, facilitates the interviews, and delivers a report your product, sales, and marketing teams can use.
Work With Praxia Insights
If you need to hear directly from your buyers, reach out and we'll talk through what you need.
