As front-line creators and builders of today’s technical offerings, engineers play a pivotal role in bringing to life the innovations that transform the way we live and work. At ContextualY, inc, we've had the pleasure of chatting with these mythical beings for decades – both the SMB and Enterprise varieties. We've learned a thing or two about their decision-making process, which can sometimes look like a quest for the Holy Grail, fueled by a thirst for data and details, and an insatiable hunger for proof.
Yet, we also know that if we truly want to create sustainable customer loyalty and preference among this critical audience, one that goes beyond ‘speeds and feeds,’ we need to understand the less rational sides of their brains. How do engineers want to feel achievement? What drives them? What are their desires and motivations? How do they define personal success?
Those in the Insights business know that tapping into emotions is where the ‘gold’ resides. So, how do we crack the emotional code of these logic-loving beings? We've developed strategies over the years from numerous technical discussions to facilitate more constructive conversations that uncover the more subconscious aspects of their decision-making. These include projective techniques and non-linear lines of questioning to help them access and articulate their emotions and motivations. One engagement where we used these techniques allowed us to segment engineers based on what brings them joy in their work, revealing some very different strategies on how to build engagement.
Sure, it takes a bit of extra time and effort to break through their rational facade, but trust us, it's worth it. Because at the end of the day, being able to identify true motivations and predict patterns of behavior can help our clients stay more than a few steps ahead.
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