We brought in people who already use competing tools by filtering our panel down to that group, and then watched them work through both their current option and ours. Listening to them talk through what they were doing made it clear exactly where old habits kicked in and influenced their choices. You just don’t get that kind of insight from reading reviews of other products. Review collected by and hosted on G2.com.

Narrowing the pool down to users of very specific tools took a few rounds of recruiting. Once I dialed in the filters, though, everything went smoothly. Review collected by and hosted on G2.com.