When I picked “The Journey to the Cloud” as the working title for one of my fall research projects, I triggered some immediate reactions from colleagues and customers, whose opinions I value. And while I typically do not place too much importance on selecting a working title and also did not intend to just warm up an earlier research piece on that same topic, these reactions prompted me to take a minute to think about how we can best target our research for maximum customer benefit. As EMA is conducting this research for our customers – vendors and end users – why not talk to exactly these people to find out which specific issues they want to learn more about? And so we did…
