Microsoft AI partnered with Women in Tech SEO to run a series of focus groups in order to understand how Microsoft AI tools (including Copilot, Clarity, Bing Webmaster Tools, and Microsoft Advertising) are:

• Perceived by digital marketers
• How these tools are used
• What the barriers to adoption are
• Which current features are most valuable
• Which new features should be prioritised

They were also keen to understand broader trends and attitudes around AI adoption, and to gain clearer insights into the specific challenges digital marketers face in their work today.

Across five focus groups, WTS members brought perspectives from in-house, agency, and freelance work directly to Microsoft AI.

The programme gave Microsoft access to current users and target customers, while members had the opportunity to contribute ideas for future products and features and connect with peers.

What we set out to do

Microsoft AI brought us the topics and themes they wanted a further understanding of.

The insights gathered in these focus sessions can be used to make changes to products, marketing, sales, and more. It’s an extremely valuable feedback loop.

The conversations also offer a chance to build positive sentiment around products that helps with retention, advocacy, and breaking into the sphere of consideration for prospective customers.

Together, we designed a programme of virtual and in-person focus groups to explore those themes, gather those insights, and better understand the challenges marketers face in their day-to-day work.

How we did it

We recruited every participant directly from the WTS Slack community.

For each group, we sought to include a mix of marketers in terms of experiences.

In each focus group, we had:

• Some folks with 10+ years experience
• Some with 3-5 years experience
• Some with 1-3 years experience
• A balanced mix of in-house, agency, & freelance marketers

We ran all focus groups in English, with representation from both EMEA and the Americas.

The programme covered five discussion topics for groups so far:

1. AI Skeptics – self-proclaimed AI skeptics were asked to share their experiences with, and attitudes to AI tools.
2. AI Enthusiasts – a group of AI enthusiasts were asked to share how they use AI tools, where they see value, and what they believe needs to improve in the future.
3. Digital Marketing Metrics (SEO/AEO) – SEO/AEO professionals met to discuss the metrics they’re using right now, and the ones they believe we’re moving towards.
4. Digital Marketing Metrics (Paid) – Paid media professionals were asked to share the metrics they use to measure the success of their campaigns.
5. Microsoft: What Do Marketers Really Think? – a group of SEO/AEO and paid media folks were asked to share their perceptions of various Microsoft marketing tools, including Clarity, Bing Webmaster Tools, and Microsoft Advertising.

The first four groups met virtually. The fifth took place as a private, in-person session at WTSFest Philadelphia.

What value came out of it

For WTS community members

• The chance to share their experiences, ideas, and the challenges they are facing directly with Microsoft AI
  
• The opportunity to help influence and shape future Microsoft AI products and features
  
• To have deep conversations with their peers and build new connections

Community members who participated said they found the focus groups enjoyable, interesting, and educational.

They also praised Microsoft AI Product Liaison Navah Hopkins for how she hosted and moderated the focus groups.

For Microsoft AI

• Direct access to target customers, and current users of Microsoft AI products
• Valuable insights which can be translated into new product features, supporting documentation and resources, and marketing messaging
• The opportunity to build meaningful connections with a range of diverse and influential professionals in the digital marketing world
• A platform to share some of the findings of the focus groups

Why it worked

Microsoft AI Product Liaison Navah Hopkins doesn’t just run focus groups within the WTS community; she is a highly active community member.

She answers questions in our Slack community, she collaborates with members to create resources, and she regularly shares genuinely useful content with our community.

The way she shows up makes a difference because people already know and trust her.

A key part of our mission at WTS is to create safe spaces where our members can ask and answer questions, and treat each other with kindness.

Under the shared rules of The WTS Way and Navah’s expert moderation - the ideal conditions were set for high-value focus groups because our members feel safet to be open and candid, actively listen and contribute, hold space for diverse ideas and perspectives, and engage in respectful debate.

The recruitment approach brought different working contexts into each group.

Including in-house, agency, and freelance marketers at different stages of their careers gave Microsoft access to a range of experiences.

Key takeaway

A trusted specialist community can help a business hear directly from the people it wants to understand.

And make changes that are truly appreciated.

For Microsoft AI, this partnership created conversations with marketers about their needs to help guide product decisions.

For WTS members, it offered a way to contribute their experience directly to the people behind the products.