IDG Connect surveyed 645 IT professionals in DACH countries; Austria, Germany and Switzerland. 537 of the respondents were from the non-tech industry while the further 108 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.

1. Buyer Behaviour Regional Research:
IDG Connect Asks
Which Buyer Type is Most Common Amongst IT Professionals?
DACH

2. IDG Connect surveyed 645 IT professionals in DACH countries; Austria, Germany and Switzerland. 537 of the
respondents were from the non-tech industry while the further 108 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.
DACHSURVEY METHODOLOGY

3. 69%
18%
13%
COLLABORATOR CHALLENGER ADVOCATE
DACH
69% OF DACH
IT PROFESSIONALS ARE
COLLABORATORS

4. 50%
50%
65%
35%
500+ EMPLOYEES 1-499 EMPLOYEES
ADVOCATE
CHALLENGER
COLLABORATOR
50%
50%
DACHBY COMPANY SIZE

5. 45%
35%
16%
55%
28%
7% 4%
40%
41%
9%
IT Manager IT Director Technical Consultant
CIO, CTO, CSO IT Executive VP, Senior VP IT Supervisor
28% OF IT DIRECTOR’S
ARE COLLABORATORS
40% OF IT MANAGER’S
ARE CHALLENGERS
16% OF CIO/CTO/CSO’s
ARE ADVOCATES
ADVOCATE CHALLENGER COLLABORATOR
DACHBY JOB TITLE

6. IDG Connect is the demand generation division of International Data Group (IDG), the world’s largest technology
media company. Established in 2005, it utilises access to 38 million business decision makers’ details to unite
technology marketers with relevant targets from any country in the world. Committed to engaging a disparate
global IT audience with truly localised messaging, IDG Connect also publishes market specific thought leadership
papers on behalf of its clients, and produces research for B2B marketers worldwide.
www.idgconnectmarketers.com
CONNECT WITH US