Microsoft needed to accurately identify their prime target of developers. Their solution lies at the intersection of Consumer and B2B research. Learn why Microsoft needed to use one to figure out the other, while exploring secondary data sets. The journey began with a somewhat new application of traditional research â using a general population universe for a B2B study to confirm that all potential customers were being identified and included in Microsoftâs B2B research. But the journey ended far from that beginning, with new conviction about the importance of previously untapped external data sources that can play a role in confirming, enhancing and enriching data gathered by traditional research methods.