How B2B SaaS Companies Can Conduct Effective Market Research

08.01.23 // Joyce Collarde

Market research is an essential component of any business strategy, especially for B2B Software as a Service (SaaS) companies. Conducting thorough market research will allow B2B SaaS companies to gain valuable insights into customer needs, industry trends, and competitive landscapes. In this blog post, we will explore 5 key steps and best practices that B2B SaaS companies should follow to conduct effective market research.


Step 1: Define Your Research Objectives


Defining research objectives is the first essential step, it sets the foundation for the entire research process and ensures that the right information is gathered. By clarifying what you want to achieve with your research, you can focus your resources and efforts on gathering relevant data and insights.

For example, if your objective is to identify a new target market, your research should involve a study of the industries and customer segments that are adjacent to yours and that could benefit from your solution. 

However, there are two things you should always do regardless of your market research objective: an assessment of the competitive landscape and of market trends. Researching competitors’ products, pricing strategies and customer reviews, and keeping up with market trends are necessary if you want to stay competitive, so make sure to do it on a regular basis. 

Once you have identified your objective, it’s time to move on to the second step: identifying your target audience. 


Step 2: Identify and Understand Your Target Audience


One of the main characteristics of the B2B world is its long sales cycle and the multi-stakeholder decision process. Identifying and understanding your target audience will help you tailor your market research and act as your compass as you get deeper into the research process. Here is how to do so: 


  1. Define the demographic characteristics of your target audience ( age, gender, location, job title, company size, and industry). 
  2. Identify the key stakeholders involved in the decision-making process (C-level executives, IT managers, project managers, or department heads). Understand their roles, responsibilities, pain points, and motivations.
  3. Understand the challenges and pain points your target audience face: what problems are they trying to solve? What inefficiencies or frustrations do they experience in their current processes or systems? 
  4. Explore the motivations and goals of your target audience: what are they looking to achieve? What outcomes are they seeking? 
  5. Determine your target audience communication preferences (email, social media, industry publications, online forums, professional networks etc.)


Step 3: Choose the Right Market Research Methods


Now that your research objectives are defined and your target audience identified, you need to choose the most appropriate research method. Different research methods provide unique advantages and insights, and the selection should be based on the research objectives, target audience, available resources, and the depth of information needed. Here are some commonly used research methods to consider:

  • Surveys and Questionnaires. Online surveys are valuable for collecting data and gathering feedback from a large number of participants. They allow you to measure customer satisfaction, assess market size, and gather insights on preferences, usage patterns, and needs. 
  • Interviews and Focus Groups. In-depth interviews and focus groups provide qualitative insights into the opinions, experiences, and motivations of your target audience. These methods allow for open-ended discussions, probing questions, and the exploration of underlying emotions and preferences. Interviews can be conducted one-on-one, while focus groups involve a group of participants sharing their thoughts and interacting with one another. These methods are particularly useful for understanding customer pain points, user experiences, and perceptions of your product.
  • Competitive Analysis. As we discussed earlier, analyzing competitors is vital for understanding the market landscape and positioning offerings effectively. This involves examining competitor products, pricing strategies, marketing campaigns, customer reviews, and online presence. This research method helps identify gaps in the market, assess the competitive landscape, and develop strategies to differentiate your product.
  • Industry Reports and Publications. Staying updated on industry reports, market research studies, and publications relevant to your B2B to understand the broader market dynamics and inform your business strategies.
  • Online Tools and Analytics. Leverage online tools and analytics to complement your market research efforts. Social media monitoring tools, website analytics, and keyword research tools can provide valuable data on customer behavior.
  • Customer Feedback and Support Data. Don’t overlook the wealth of information available from your existing customer base. Analyze customer feedback, support tickets, and interactions to understand common pain points, feature requests, and areas for improvement. 


When selecting research methods, consider a combination of qualitative and quantitative approaches to gather a comprehensive understanding of your market and target audience. It’s also essential to use multiple methods to cross-validate findings and ensure the reliability of the data collected.


Step 4: Analyze and Interpret Data


At this stage, you should have gathered a mine of information and data, so let’s talk about what to do with this information next. 


Before diving into analysis, ensure that your data is clean and organized. Remove any outliers or errors that may skew the results and transform raw data into a format that is easy to analyze, such as spreadsheets or databases. This step sets the foundation for accurate and meaningful analysis. To ensure accuracy, you can also cross-validate your findings by comparing data from multiple sources or research methods. 

Look for patterns, trends, and correlations within your data set. Group similar responses or data points together to identify common themes or insights. Then, visualize the data using charts, graphs, or other visualization techniques to spot trends more easily. 

Once you have high-level visualizations and data sets set up, you can go more in-depth by breaking down your data into meaningful segments based on demographic characteristics, customer types, or any other relevant factors. Each segment should be analyzed separately to uncover specific insights and identify differences in needs, preferences, or behaviors. 

Depending on the nature of your data, employ either quantitative or qualitative analysis techniques to make sense of your data. Quantitative analysis involves statistical methods to measure, summarize, and interpret numerical data. Use statistical tools to calculate averages, percentages, and correlations, or perform regression analysis. Qualitative analysis involves interpreting non-numerical data such as interview transcripts, open-ended survey responses, or focus group discussions. 

The goal of analyzing data is to extract actionable insights that drive informed decision-making, so focus on identifying insights that are relevant to your research objectives and can be translated into specific actions. As you’re interpreting your data consider the implications of your findings on product development, marketing strategies, pricing, customer experience, or market positioning. Connect the dots between the data and your business goals to derive actionable recommendations.

Finally, once you have analyzed and interpreted the data, it’s important to communicate your findings effectively. Prepare clear and concise reports, presentations, or visualizations that convey the insights in a compelling manner. Tailor your communication to different stakeholders, highlighting the key takeaways that are most relevant to their roles and interests.

Remember, data analysis is an iterative process. As you uncover insights, it may lead to new research questions or areas for further exploration. 


Step 5: Iterate and Stay Agile


Market research is an ongoing process. B2B markets evolve rapidly, so it’s important to continually update your market research initiatives to stay ahead of the curve. Regularly reassess your research objectives, refine your research methods, and adapt your strategies accordingly.

To set your future self up for success, establish a feedback loop that allows you to gather feedback from various stakeholders (customers, internal teams, industry experts) throughout the research process and embrace agile research methods that allow for flexibility and rapid iterations. An iterative approach will enable you to make incremental improvements, validate ideas quickly, and adjust your strategies based on real-time insights.

Market research should be viewed as an ongoing learning process. Encourage a culture of continuous learning and collaboration within your organization, where insights gained from research are shared, discussed, and applied to improve decision-making. Make sure everyone at your organization feels involved by regularly reviewing and reflecting on the outcomes of your research.


Effective market research is a crucial component of success for B2B SaaS companies and a great way to gather actionable insights that drive informed decision-making. Continually iterating and staying agile with market research efforts will help you continue to deliver value to your customers in an ever-evolving marketplace. Remember, market research is not a one-time exercise, but a continuous journey toward understanding your customers and maximizing business opportunities.

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