{"id":71329,"date":"2026-10-29T13:55:49","date_gmt":"2026-10-29T20:55:49","guid":{"rendered":"http:\/\/www.enxmag.com\/twii\/?p=71329"},"modified":"2026-10-29T13:56:39","modified_gmt":"2026-10-29T20:56:39","slug":"two-minute-drill-keypoint-intelligences-why-buy-research-magnifies-the-changing-technology-purchasing-journey","status":"publish","type":"post","link":"https:\/\/www.enxmag.com\/twii\/the-week-in-imaging-twii\/editors-blog\/2026\/10\/two-minute-drill-keypoint-intelligences-why-buy-research-magnifies-the-changing-technology-purchasing-journey\/","title":{"rendered":"Two-Minute Drill: Keypoint Intelligence\u2019s Why Buy Research Magnifies the Changing Technology Purchasing Journey"},"content":{"rendered":"\n
\"\"
Anne Valaitis, Keypoint Intelligence<\/figcaption><\/figure><\/div>\n\n\n\n

Earlier this year, Keypoint Intelligence released the Why Buy Research Series, which explores the motivations, behaviors and discovery methodology shaping today\u2019s buying process. Gleaned from recent print and scanning technology purchases, the study reveals how digital channels, AI-assisted research, evolving purchase drivers and changing service expectations are reshaping the customer journey.<\/p>\n\n\n\n

The findings in the Why Buy Research Series<\/a>, which is geared toward manufacturers, dealers and channel partners, challenge conventional assumptions about buyer behavior, reveal shifting channel dynamics and changing expectations for post-sale engagement. In this edition of Two-Minute Drill, we spoke with Anne Valaitis, principal analyst with Keypoint, to offer a preview\/primer on the evolution and current state of office technology decision-making.<\/p>\n\n\n\n

Tell us about the genesis of the Why Buy Research Series and what went into its development.<\/em> <\/em><\/em><\/p>\n\n\n\n

Valaitis:<\/strong> At Keypoint Intelligence, we have spent decades tracking the office technology market, examining everything from hardware placements and print volumes to evolving channel dynamics. However, understanding what customers buy is only part of the story. We also wanted to understand why they buy, how they make decisions, and what influences their purchasing journey. <\/p>\n\n\n\n

The Why Buy Research Series was developed to address these questions, examining the customer journey from initial awareness and research through evaluation, purchase, installation, and ongoing support. <\/p>\n\n\n\n

Our 2026 U.S. research surveyed 299 recent purchasers of office technology, including 249 printer\/MFP buyers and 50 single-function scanner buyers. The study focused on three distinct groups: individuals, microbusinesses and small businesses\u2014examining their motivations, purchasing channels, decision criteria and experiences. <\/p>\n\n\n\n

We also thought it was important to understand whether traditional assumptions about the purchasing process still hold true, particularly as digital marketplaces, online reviews and increasingly AI-powered research tools reshape buyer behavior. <\/p>\n\n\n\n

The objective is to help manufacturers and their channel partners understand not simply where purchasing decisions happen, but where they can meaningfully influence them. <\/p>\n\n\n\n

What did you find most compelling about the print technology purchasing findings? Any surprises?<\/em> <\/em><\/em><\/p>\n\n\n\n

Valaitis:<\/strong> One particularly interesting finding was that purchasing is increasingly driven by business improvement rather than simply replacing broken equipment. Almost 64% of print buyers cited upgrading features or performance as a purchase trigger, while 49% were expanding capacity by adding another device. <\/p>\n\n\n\n

This challenges the perception that printing is purely a declining market driven by replacement demand. Businesses still see value in improving their document infrastructure, even as overall print volumes face pressure. <\/p>\n\n\n\n

Another surprise concerned purchasing channels. While online marketplaces accounted for 35% of purchases, local dealers still captured 18%. This suggests that the dealer channel remains relevant, particularly where buyers value advice, reliability and ongoing support. <\/p>\n\n\n\n

Perhaps the most interesting finding was what happens after the sale. Only 20% of respondents purchase supplies from the same place they bought their device, while 41% use online marketplaces. <\/p>\n\n\n\n

For dealers, this highlights both a vulnerability and an opportunity. Winning the hardware sale does not guarantee an ongoing customer relationship. Dealers need to make replenishment, service and support just as convenient as the initial purchase. <\/p>\n\n\n\n

We also identified distinct buyer personas, ranging from digitally independent small business operators to operational buyers and IT evaluators. Their priorities differ considerably, reinforcing why a one-size-fits-all sales approach is increasingly ineffective. <\/p>\n\n\n\n

Today’s buyer appears farther downstream in the discovery process before contacting a reseller. How is AI impacting the buyer’s journey?<\/em> <\/em><\/em><\/p>\n\n\n\n

Valaitis:<\/strong> Our findings strongly support the observation that buyers are doing considerably more homework before engaging with a seller. <\/p>\n\n\n\n

Among print buyers, 52% consulted online reviews, 45% visited retailer websites, and 44% used search engines during their research. Buyers are comparing products, validating specifications and narrowing their options independently. <\/p>\n\n\n\n

AI is adding another dimension to this behavior. <\/p>\n\n\n\n

In our scanner research, 42% of respondents reported using AI tools during their research journey. This is a significant indication that AI-assisted discovery is already becoming part of the purchasing process. <\/p>\n\n\n\n

AI tools can help buyers compare specifications, evaluate product suitability, understand technical terminology and identify potential solutions before speaking to a salesperson. As these capabilities develop, buyers may arrive with a much clearer idea of what they want\u2014or at least, what they believe they want. <\/p>\n\n\n\n

For dealers, this presents an important challenge. Simply providing product information is no longer enough when customers can access similar information instantly. <\/p>\n\n\n\n

The opportunity lies in providing expertise that goes beyond a product comparison: understanding customer workflows, identifying hidden costs, assessing security and compatibility, and recommending solutions that deliver more measurable business value. <\/p>\n\n\n\n

Dealers also need to rethink their digital presence. Product information, customer reviews, educational content and clear explanations of service capabilities must be discoverable through both traditional search engines and AI-assisted research. <\/p>\n\n\n\n

The dealer’s role is not disappearing, but its point of influence is shifting. Increasingly, the opportunity is to validate, provide guidance, and add value to decisions that customers have already started forming. By helping customers solve business problems and improve workflows, dealers can position themselves as trusted advisors, building relationships that lead to repeat business. <\/p>\n\n\n\n

Can you provide a sneak peek into the drivers behind scanner purchasing and buyer priorities?<\/em> <\/em><\/em><\/p>\n\n\n\n

Valaitis:<\/strong> Our scanner findings reinforce that dedicated scanning remains important to small business document workflows. <\/p>\n\n\n\n

Notably, 66% of scanner buyers purchased to upgrade features or performance, while 62% replaced a device that had stopped working. This points to an established market where productivity improvements and business continuity are powerful purchasing motivations. <\/p>\n\n\n\n

Buyers are looking beyond basic scanning capabilities. Duplex scanning, scanning speed, software compatibility, reliability, and integration into existing workflows are important considerations. <\/p>\n\n\n\n

We also found meaningful differences by company size. Solo businesses tend to prioritize efficiency and total cost of ownership, while businesses with 11\u201325 employees place greater emphasis on connectivity, reliability, security, and workflow integration. <\/p>\n\n\n\n

Convenience remains critical: 50% cited availability and delivery speed when explaining their choice of purchasing channel. <\/p>\n\n\n\n

For dealers, the opportunity is to position scanners as productivity and workflow solutions rather than standalone hardware. Document capture, searchable information, cloud integration, and automation offer natural opportunities to expand the customer conversation. <\/p>\n\n\n\n

Ultimately, our Why Buy research suggests that customers are not necessarily looking for more technology. They are looking for technology that makes running their businesses easier. Dealers who understand that distinction will be better positioned to compete in an increasingly digital and AI-influenced purchasing environment. <\/p>\n","protected":false},"excerpt":{"rendered":"

Earlier this year, Keypoint Intelligence released the Why Buy Research Series, which explores the motivations, behaviors and discovery methodology shaping today\u2019s buying process. Gleaned from recent print and scanning technology purchases, the study reveals how digital channels, AI-assisted research, evolving purchase drivers and changing service expectations are reshaping the customer journey. The findings in the Why Buy Research Series, which is geared toward manufacturers, dealers and channel partners, challenge conventional assumptions about buyer behavior, reveal shifting channel dynamics and changing expectations for post-sale engagement. In this edition of Two-Minute Drill, we spoke with Anne Valaitis, principal analyst with Keypoint, to offer a preview\/primer on the evolution and current state of office technology decision-making. Tell us about the genesis of the Why Buy Research Series and what went into its development.  Valaitis: At Keypoint Intelligence, we have spent decades tracking the office technology market, examining everything from hardware placements and print volumes to evolving channel dynamics. However, understanding what customers buy is only part of the story. We also wanted to understand why they buy, how they make decisions, and what influences their purchasing journey.  The Why Buy Research Series was developed to address these questions, examining the customer journey from initial awareness and research through evaluation, purchase, installation, and ongoing support.  Our 2026 U.S. research surveyed 299 recent purchasers of office technology, including 249 printer\/MFP buyers and 50 single-function scanner buyers. The study focused on three distinct groups: individuals, microbusinesses and small businesses\u2014examining their motivations, purchasing channels, decision criteria and experiences.  We also thought it was important to understand whether traditional assumptions about the purchasing process still hold true, particularly as digital marketplaces, online reviews and increasingly AI-powered research tools reshape buyer behavior.  The objective is to help manufacturers and their channel partners understand not simply where purchasing decisions happen, but where they can meaningfully influence them.  What did you find most compelling about the print technology purchasing findings? Any surprises?  Valaitis: One particularly interesting finding was that purchasing is increasingly driven by business improvement rather than simply replacing broken equipment. Almost 64% of print buyers cited upgrading features or performance as a purchase trigger, while 49% were expanding capacity by adding another device.  This challenges the perception that printing is purely a declining market driven by replacement demand. Businesses still see value in improving their document infrastructure, even as overall print volumes face pressure.  Another surprise concerned purchasing channels. While online marketplaces accounted for 35% of purchases, local dealers still captured 18%. This suggests that the dealer channel remains relevant, particularly where buyers value advice, reliability and ongoing support.  Perhaps the most interesting finding was what happens after the sale. Only 20% of respondents purchase supplies from the same place they bought their device, while 41% use online marketplaces.  For dealers, this highlights both a vulnerability and an opportunity. Winning the hardware sale does not guarantee an ongoing customer relationship. Dealers need to make replenishment, service and support just as convenient as the initial purchase.  We also identified distinct buyer personas, ranging from digitally independent small business operators to operational buyers and IT evaluators. Their priorities differ considerably, reinforcing why a one-size-fits-all sales approach is increasingly ineffective.  Today’s buyer appears farther downstream in the discovery process before contacting a reseller. How is AI impacting the buyer’s journey?  Valaitis: Our findings strongly support the observation that buyers are doing considerably more homework before engaging with a seller.  Among print buyers, 52% consulted online reviews, 45% visited retailer websites, and 44% used search engines during their research. Buyers are comparing products, validating specifications and narrowing their options independently.  AI is adding another dimension to this behavior.  In our scanner research, 42% of respondents reported using AI tools during their research journey. This is a significant indication that AI-assisted discovery is already becoming part of the purchasing process.  AI tools can help buyers compare specifications, evaluate product suitability, understand technical terminology and identify potential solutions before speaking to a salesperson. As these capabilities develop, buyers may arrive with a much clearer idea of what they want\u2014or at least, what they believe they want.  For dealers, this presents an important challenge. Simply providing product information is no longer enough when customers can access similar information instantly.  The opportunity lies in providing expertise that goes beyond a product comparison: understanding customer workflows, identifying hidden costs, assessing security and compatibility, and recommending solutions that deliver more measurable business value.  Dealers also need to rethink their digital presence. Product information, customer reviews, educational content and clear explanations of service capabilities must be discoverable through both traditional search engines and AI-assisted research.  The dealer’s role is not disappearing, but its point of influence is shifting. Increasingly, the opportunity is to validate, provide guidance, and add value to decisions that customers have already started forming. By helping customers solve business problems and improve workflows, dealers can position themselves as trusted advisors, building relationships that lead to repeat business.  Can you provide a sneak peek into the drivers behind scanner purchasing and buyer priorities?  Valaitis: Our scanner findings reinforce that dedicated scanning remains important to small business document workflows.  Notably, 66% of scanner buyers purchased to upgrade features or performance, while 62% replaced a device that had stopped working. This points to an established market where productivity improvements and business continuity are powerful purchasing motivations.  Buyers are looking beyond basic scanning capabilities. Duplex scanning, scanning speed, software compatibility, reliability, and integration into existing workflows are important considerations.  We also found meaningful differences by company size. Solo businesses tend to prioritize efficiency and total cost of ownership, while businesses with 11\u201325 employees place greater emphasis on connectivity, reliability, security, and workflow integration.  Convenience remains critical: 50% cited availability and delivery speed when explaining their choice of purchasing channel.  For dealers, the opportunity is to position scanners as productivity and workflow solutions rather than standalone hardware. Document capture, searchable information, cloud integration, and automation offer natural opportunities to expand the customer conversation.  Ultimately, our Why Buy research suggests that customers are not […]<\/p>\n","protected":false},"author":166,"featured_media":71330,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[80,1650,82,1638],"tags":[2903,4749],"_links":{"self":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/71329"}],"collection":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/users\/166"}],"replies":[{"embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/comments?post=71329"}],"version-history":[{"count":2,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/71329\/revisions"}],"predecessor-version":[{"id":71332,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/71329\/revisions\/71332"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/media\/71330"}],"wp:attachment":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/media?parent=71329"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/categories?post=71329"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/tags?post=71329"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}