Vendors
Buyer interviews, competitive analysis, and segment sizing for technology vendors, delivered as a decision your leadership can act on this quarter.
What we do
What Market Research means in practice
Market Research tells a technology vendor which segments hold the buyers your sales team and your partners can reach, and which to leave alone this year. Your chief revenue officer gets the segments to fund and the partner types that can sell into them.
You have paid for a market map that told your leadership what it already believed. The questions come out of running go-to-market programs in this channel, and the sample is screened against the buyers in your category.
Key benefits
Buyers who sign for your category
We interview the IT directors, security leads, and finance approvers who sign for your category. We ask how they buy it: direct, through a reseller, or from a distributor, and what they say goes in unedited.
Competitors as they publish
Competitor positioning, packaging, and partner programs are recorded from their own public material, with a source and a date on every line. Where a competitor publishes nothing on a point, the report says not published.
Sizing you can defend
We build segment sizing from the data platform's firmographic and demographic fields, so a board can see how the number was reached. The method is written into the report for anyone who wants to rerun it.
Written for a board
The report is short, sourced line by line, and written so your board reads the recommendation first. The interview transcripts and the model sit behind it for anyone who wants them.
How it works
How we deliver Market Research
Agree the decision
Agree the decision the research has to serve: a market to enter, a segment to drop, a price change, or a partner type to recruit. Research that serves no decision is not commissioned.
Find and screen respondents
Find the people who sign for your category by job title, seniority, department, and decision-making authority, then screen them so the people answering are the people who buy. Your team sees the screening criteria before a single interview is booked.
Run interviews and desk work
Run the interviews, then set what buyers said against the platform data, including where the two disagree. Disagreement is the useful part, and the report says which source we trust and why.
Report and recommend
Report the findings, the recommendation, and what it would cost you to be wrong, then sit with your leadership team while they argue it out. The recommendation names the segments to fund, the segments to leave, and the partner types that can reach them.
FAQs
Common questions about market research.
How many interviews do you run?
That depends on the decision and the size of the segment, and we set the number with you at scoping. A narrow enterprise category needs fewer conversations than a broad mid-market one.
Can you research one vertical?
Yes. Research can be scoped to one vertical, one country, or one partner type, and the screening criteria change with it.
Do we see the raw data?
Yes. Transcripts, the respondent list with identifying details removed, and the sizing model all come with the report, so your team can rerun the analysis.
Will you interview our customers?
Yes, and we recommend a mix of your customers, your lost deals, and buyers who have never heard of you. The third group is where the useful surprises come from.
Also for Vendors
More services built for your business.
Start here
Start with the pipeline.
Tell us what your pipeline needs to do next quarter. We will tell you plainly whether we can fill the gap, what it would involve, and whether we are the right partner. You will hear back within one business day.