SaaS and Tech Market Research
We help B2B tech and SaaS brands understand how buying committees really decide, and turn that into positioning, products and campaigns that land.
The B2B tech sector is characterized by inherent change. New players are constantly entering the market, built to scale quickly and take share from established names. Incumbents are pushing back, refreshing their positioning, broadening their offer, and chasing growth opportunities before a competitor finds them.
The problem is that everyone is making the same moves. AI features. Seamless integrations. Saying they are the most innovative. The language is starting to blur, and buyers are noticing. In a market built on innovation, it’s entirely possible to become generic.
How buyers make decisions has also shifted. Gartner forecasts that 40% of enterprise applications will include task-specific AI agents by the end of 2026. But buyers have grown skeptical of broad “AI-powered” claims. They want specific proof of value, in their specific context. Showing up as an AI-first company is a baseline expectation; it’s rarely a differentiator.
Software budgets are under real pressure too. Enterprise procurement teams are consolidating their stacks, with 68% of CIOs actively targeting fewer vendors. Every SaaS tool now has to justify its place before the next renewal conversation. And the buying decision has grown more complicated: a typical enterprise purchase now involves thirteen or more stakeholders across IT, end users, finance, procurement, risk and compliance, and the C-suite. Brands that speak only to the IT buyer might leave most of the committee unconvinced.
Winning in this market requires a sharper understanding of what your buyers actually think, how they decide, and where your brand fits in a conversation that largely happens without you.
Our POV: Buyers decide before they ever meet you
By the time a B2B tech buyer gets in touch, they’ve probably already made up their mind. They’ve trawled review sites, chatted with peers in online communities, and shortlisted (or excluded) you. Much of the buying journey now happens in channels you can’t see, track, or influence through outbound marketing. Our own research, in The B2B Buyer Report, found that 62% of tech and SaaS buyers use peer Slack groups for unfiltered references before shortlisting vendors.
The brands winning in this sector aren’t necessarily the ones with the loudest campaigns. They’re the ones that shaped the conversation before the buyer reached out.
That changes what research needs to do. Understanding how buyers respond in a survey tells part of the story. The real insight comes from the language they use in communities, forums, and review platforms, where they talk to each other without a vendor in the room. That’s where positioning is made or broken, trust is built or eroded, and shortlists quietly form.
What great SaaS and tech research delivers
B2B tech and SaaS teams don’t necessarily need more data. They need clear answers to commercial questions: where to play, how to position, which customers to prioritize, and what’s driving potential and existing customers away. We design research around those questions from the start.
We help tech and SaaS brands:
- Sharpen brand positioning to stand out in a market full of near-identical claims and converging messaging
- Define and understand the ideal customer profile, across roles, company sizes, industries, and buying contexts
- Ideate new product and feature concepts, and test them with potential buyers
- Map the full buyer journey, from early-stage peer research through to committee sign-off, and identify where opportunities are won or lost
- Build customer and market segmentations grounded in real buying behavior, to prioritize sales and marketing effort
- Develop and test value propositions before launch
- Understand channel and partner dynamics, from direct sales through to VAR and distributor networks
- Track brand health over time, including how AI capabilities, cybersecurity credentials, and compliance positioning land with different stakeholders
- Build loyalty with existing customers, with clear insight into what drives satisfaction, churn risk, and expansion opportunity
- Build thought leadership and content strategy around the questions and conversations that already have your buyers’ attention
Featured
case studies
SaaS
Smarter strategy, faster growth: How Sage put insights into action
Learn More
Our SaaS and tech research services
We work with software and technology brands at every stage, from early platforms fighting for a first foothold to category leaders defending share against faster-moving challengers.
Whether you’re sharpening positioning before a raise, testing a new pricing model, or working out why a segment keeps churning, we build each project around the commercial question, not a template.
Our work includes:
- Brand positioning and messaging for crowded, fast-moving categories
- B2B brand tracking across the full buying committee
- Buyer journey mapping, from early peer research to committee sign-off
- Customer and market segmentation grounded in real buying behavior
- Ideal customer profile definition and account prioritization
- Pricing and packaging research for subscription and usage-based models
- Concept and proposition testing before launch
- Win/loss and churn analysis
- AI-led landscaping and category monitoring
We bring deep B2B technology expertise, led by senior consultants who’ve spent years solving hard commercial problems for software, platform and services brands. We know what good looks like in this category, and we’ll challenge the thinking that’s holding your strategy back.
Featured insights
Tools, guides and fresh thinking for tech and SaaS teams.
How we work
Work with Basis and you get a partner, not a supplier. Curious, commercially minded, and straight with you when the data says something you didn’t expect.
We don’t open with “what do you want to know?” We start with what you’re trying to achieve, then design the approach that gets you there. Sometimes that’s a fast proposition test, sometimes a full segmentation, sometimes qual that gets us into the room where the buying decision actually happens.
We stay close the whole way through, working as an extension of your team, and we make sure the insight lands with the people who act on it. That’s why our clients put us in front of their board. They trust our people, our thinking, and the call we make at the end.
Questions we help answer
We help B2B tech and SaaS teams answer important questions like:
- How is our brand perceived by the full buying committee, not just the IT buyer?
- Which customer segments represent our biggest growth opportunity, and how do we reach them?
- What do buyers genuinely value in our category, and what factors sway their decision on which solution to use?
- How do we differentiate in a market where many competitors sound similar?
- What does our ideal customer profile really look like, and are we pursuing the right companies?
- How are buyers thinking about tech stack consolidation, and where does our product fit in their rationalization decisions?
- What kind of AI use cases do our buyers require, and what are the triggers and barriers to AI utilization?
- What pricing models resonate with different buyer types, and how do we communicate value clearly?
- Why are customers churning, and what would drive them to expand their usage instead?
- How do we build credibility with finance, procurement, risk and compliance teams, as well as general users, who weren’t part of the original sales conversations?
- Does our messaging resonate with our core buyer personas?
- Where is the white space in our category, and how do we evaluate whether it’s genuinely worth pursuing?
Sharper insight, better calls
Strategy only works when the insight under it is sharp. We help tech and SaaS brands move faster and back their decisions with confidence.
Talk to our B2B teamSaaS and tech research FAQ
SaaS and tech market research helps software and technology brands understand how their buyers think, decide and buy. It covers brand positioning, buying committee dynamics, segmentation, pricing, and proposition testing, all shaped around the long, multi-stakeholder decisions that define B2B technology purchases.
In a category where competitors sound alike and buying committees run deep, instinct isn’t enough. Research shows tech and SaaS brands where they genuinely differ, which segments to prioritize, and what moves a committee from interest to sign-off, so positioning, pricing and product decisions are grounded in how buyers actually behave.
Basis works across brand positioning, B2B brand tracking, buyer journey mapping, segmentation, pricing and proposition testing, and AI-led category landscaping for software and technology brands. Every project is scoped around the specific commercial question, from a pre-raise positioning test to enterprise churn analysis, not a fixed template.
B2B technology purchases involve far more people and far longer timelines. A single deal can pull in thirteen or more stakeholders across IT, finance, procurement, risk and the C-suite, each with different priorities. Research has to account for that committee, the rep-free research buyers do on their own, and the high stakes of switching software.
By designing the work around every role in the decision, not just the primary user. That means understanding how IT, finance, procurement, compliance and leadership each judge value and risk, where they get their information, and how consensus forms, so your brand shows up convincingly to the whole committee.
Yes. Basis works with high-growth startups and established enterprise platforms alike. Whether you’re sharpening positioning before a funding round, entering a new category, or defending share against a challenger, the research is built around your stage, your buyers and your commercial goal.
