IDG Connect surveyed 213 IT professionals in Scandinavian countries; Denmark, Norway and Sweden. Over 170 of the respondents were from the non-tech industry while the further 36 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: Collaborators seek comfortable team consensus when it comes to a purchase decision. They welcome members’ opinions, including the “pros” and “cons,” considering these to be as valuable as facts and figures. They consider Features & Benefits comparison charts to be very useful. Challenger: Challengers consider themselves the experts in the group and will not hesitate to challenge points to arrive at the “best” decision. Challengers respect expertise, competence, know-how and the views of industry authorities. Advocate: Advocate are vested in the potential impact the team’s decision will have on company and personal reputations as well as enhanced visibility. Advocates are action-oriented, working to promote their favoured vendor(s) forward. They tend to be impressed with big name clients and famous founders. 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:
Scandinavia Buyer Research Reveals
Advocates are More Prominent in SMBs
May 2015
Bob Johnson, IDG Connect
Kim Wallace, Wallace & Washburn
SCANDINAVIA BUYER PERSONALITY RESEARCH

2. IDG Connect surveyed 213 IT professionals in Scandinavian countries; Denmark, Norway and Sweden. Over 170 of
the respondents were from the non-tech industry while the further 36 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: Collaborators seek comfortable team consensus when it comes to a purchase decision. They
welcome members’ opinions, including the “pros” and “cons,” considering these to be as valuable as facts and
figures. They consider Features & Benefits comparison charts to be very useful.
• Challenger: Challengers consider themselves the experts in the group and will not hesitate to challenge points
to arrive at the “best” decision. Challengers respect expertise, competence, know-how and the views of
industry authorities.
• Advocate: Advocate are vested in the potential impact the team’s decision will have on company and personal
reputations as well as enhanced visibility. Advocates are action-oriented, working to promote their favoured
vendor(s) forward. They tend to be impressed with big name clients and famous founders.
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.
SURVEY METHODOLOGY
Buyer Behaviour Regional Research | 1
SCANDINAVIA BUYER PERSONALITY RESEARCH

3. 58%
28%
14%
COLLABORATOR ADVOCATE CHALLENGER
58% OF SCANDINAVIAN
IT PROFESSIONALS ARE
COLLABORATORS
Buyer Behaviour Regional Research | 2
SCANDINAVIA BUYER PERSONALITY RESEARCH

4. 27%
12%
61%
LESS THAN 500 EMPLOYEES
ADVOCATE CHALLENGER COLLABORATOR
29%
17%
54%
500+ EMPLOYEES
ADVOCATE CHALLENGER COLLABORATOR GRAND TOTAL
1 - 499 31 14 70 115
27% 12% 61%
500 + 28 17 53 98
29% 17% 54%
GRAND TOTAL 59 31 123 213
BY COMPANY SIZE
Buyer Behaviour Regional Research | 3
SCANDINAVIA BUYER PERSONALITY RESEARCH

5. 29%
15%
56%
ADVOCATE CHALLENGER COLLABORATOR
ADVOCATE CHALLENGER COLLABORATOR GRAND TOTAL
BUSINESS DIRECTOR + 1 1 2 4
IT DIRECTOR + 7 2 18 27
IT MANAGEMENT 41 23 78 142
OTHER 10 5 25 40
GRAND TOTAL 59 31 123 213
ADVOCATE CHALLENGER COLLABORATOR GRAND TOTAL
DIRECTOR + 8 3 20 31
MANAGER BELOW 51 28 103 182
GRAND TOTAL 59 31 123 213
26%
10%64%
MANAGER & BELOWDIRECTOR & ABOVE
BY JOB TITLE
Buyer Behaviour Regional Research | 4
SCANDINAVIA BUYER PERSONALITY RESEARCH

6. INSIGHTS & IDEAS
In Scandinavia vendors must consider that the smaller the organisation the greater the likelihood they will run
into “action” oriented advocates. Keep in mind these individuals like to hear about “big name” clients. They
care about perception and image as well so when you encounter them in person always look your best.
Pay special attention to those that are at a director level and above as they will more than likely be advocates.
It provides a strong sense that buying decisions are more centralised, as the higher level executives involved
tend to be advocates, who get their favourite to the shortlist 100% of the time and have their favourite be the
winning vendor 26 percent more often than the vendors favoured by challengers or collaborators.
Buyer Behaviour Regional Research | 5
SCANDINAVIA BUYER PERSONALITY RESEARCH
Bob Johnson, IDG Connect
Bob_Johnson@idgconnect.com
Kim Wallace, Wallace & Washburn
kwallace@wallacewashburn.com

7. 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
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