SaaS and B2B tech market research
Research built around how buying committees really decide
SaaS and B2B tech market research helps software and technology brands understand how their buyers really think, decide and buy, across the long, multi-stakeholder decisions that define enterprise purchases. It covers brand positioning, buying committee dynamics, segmentation, pricing and proposition testing. Basis runs it across the US, UK and globally, for early-stage platforms and enterprise leaders alike.
The B2B tech sector runs on change: new players built to scale fast, incumbents refreshing positioning to defend share. The trouble is everyone is making the same moves, AI features, seamless integrations, claims to be the most innovative, and the language is starting to blur. In a market built on innovation, it’s entirely possible to become generic.
Researching consumer technology instead? Here’s how we approach technology market research.
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 teams don’t need more data. They need clear answers to commercial questions: where to play, how to position, which customers to prioritize, and what’s driving buyers 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 of near-identical claims
- Define the ideal customer profile across roles, company sizes and industries
- Map the full buyer journey, from early peer research to committee sign-off
- Build customer and market segmentations grounded in real buying behaviour
- Develop and test value propositions and pricing before launch
- Track brand health across the full buying committee over time
- Understand churn risk and expansion opportunity in your existing base
- See how AI, security and compliance positioning land with each stakeholder
How a SaaS study comes together
We work with software and technology brands at every stage, from early platforms fighting for a first foothold to category leaders defending share. We build each project around the commercial question, not a template.
That usually means a mix. Qualitative work to get into the room where the buying decision actually happens. Quantitative research to size segments, model pricing and rank what moves a committee. Organic Intelligence, our AI and big-data practice, to read the communities, forums and review platforms where buyers talk without a vendor present. B2B brand tracking across the full committee, plus win/loss and churn analysis to learn from every deal. Every project is led by senior consultants who’ve spent years on hard B2B commercial problems.
AI runs through all of it, from how we read conversation at scale to how we model the decision. The judgment about what it means for your brand stays human.
SaaS and tech market research FAQ
What is SaaS and tech market research?
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. Basis runs it across the US, UK and globally, for early-stage platforms and enterprise leaders alike.
Why is market research important for SaaS and tech brands?
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 rather than how they say they do.
What research does Basis do for tech and SaaS brands?
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.
How is B2B tech research different from consumer research?
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.
How do you research a buying committee rather than a single buyer?
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 rather than one buyer.
Can Basis help both early-stage SaaS and enterprise platforms?
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.
Which markets can Basis run SaaS and tech research in?
Basis runs SaaS and tech market research in the US, the UK and globally from a single team, rather than stitching together separate local suppliers. That means consistent method and comparable results across markets, with local nuance where it matters, useful for software and technology brands selling into buyers and committees across regions.
SaaS and tech research in action
Smarter strategy, faster growth
From AI-driven insight to corporate strategy, we helped Sage put customers at the heart of their biggest business decisions, turning research into real commercial impact and award-winning recognition along the way.
Learn more →Why tech and SaaS teams choose Basis
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 start with what you’re trying to achieve, then design the approach that gets you there, and stay close so the insight lands with the people who act on it.
What we bring:
- Deep B2B technology expertise, led by senior consultants
- A decision-first approach, built around how committees really buy
- Fluency in the rep-free journey, review sites, peer communities and AI
- End-to-end capability across qual, quant, Organic Intelligence and cultural insight
- The confidence to challenge the thinking that’s holding your strategy back
Sharper insight, better calls
We help tech and SaaS brands move faster and back their decisions with confidence, grounded in how buying committees really decide.
Fresh
thinking
The sharpest thinking on brand, audience, and growth. Built for high-stakes B2B teams.
Interactive
Basis Signals: Gen Z's New Rules for Growth
Interactive
