Cloud Platforms Awareness & Usage

Objectives

• Understand awareness of the three major cloud platforms
• Monitor usage among expert professional developers and data scientists
• Improve delivery on a tracker study where panel-based recruitment was underperforming
• Reach a highly specific technical audience in the USA through an alternative recruitment model

Methodology

This study supported an ongoing tracker that had initially been fielded via panels. Because incidence among traditional IT panellists was too low, RONIN was asked to deliver an alternative recruitment solution to top up the study. The programme focused on expert professional developers and data scientists in the USA, using a targeted social media recruitment and interviewing approach.

Challenge

The original panel-based approach was generating limited results because incidence among traditional IT panellists was too low. Reaching expert developers and data scientists with relevant cloud platform knowledge required a more targeted and specialist recruitment strategy.

How RONIN approached it

RONIN’s Integrated Research and Social Media teams implemented a targeted social media recruitment and interviewing programme combining paid social advertising with one-to-one networking. The team identified the most relevant channels, groups, and online environments for this technical audience, then applied hypertargeting based on user registration, profile, and behavioural data. RONIN also provided consultancy on advertisement design and survey introduction wording, while continuously testing, refining, and optimising campaign performance throughout fieldwork.

Results

RONIN delivered an effective alternative to panel recruitment, helping the client achieve results within three weeks among a hard-to-reach technical audience. The study provided the client with a stronger basis for tracking awareness and usage of the leading cloud platforms among expert developers and data scientists in the USA.