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Buyer research

Hear from buyers why they choose what they choose

Contractors, installers and fleet managers choose differently from an American SaaS buyer. We talk to them in their language, about their site, and bring back what really weighs for them.

New: we are planning the first studies with a limited group of vendors.

Request a proposal See a sample outline

Deeper than a survey

  • Conversations, not tick boxes

    Interviews of 30 to 45 minutes with the people who choose or use the software: owner, office manager, site manager, fleet manager.

  • In the buyer’s language

    Every buyer speaks in their own language. We report per region when that makes a difference.

  • With consent, never a lead

    Participants know who the research is for and give consent. Their details become no lead and no signal.

How a study runs

  1. 01

    Define

    Together we choose the question, the target group (sector, size, region) and the number of conversations.

  2. 02

    Collect

    We recruit participants with their consent and hold the conversations in their language.

  3. 03

    Deliver

    A report with the findings, quotes with the participant's consent and a discussion with your team.

What vendors use it for

  • Positioning against competitors

    Why do buyers choose another tool, and what would make them switch?

  • Findability in AI

    Which questions do buyers ask AI assistants, and which sources do they trust?

  • Buying process

    Who decides, who uses, and what happens between the first search and the signature?

  • Market trends

    How deadlines such as CIAO and Peppol change buyers' planning and budget.

  • Win-loss

    Conversations with buyers who chose you, and with buyers who did not.

  • Customer stories

    Conversations with your own customers, with their consent, as the basis for customer stories.

How a report is structured

We show no sample report with made-up figures. This is the structure we use.

Sample outline, not a real report

  1. 1. Question and approach

    The research question, who we spoke to (sector, size, region, language) and how we recruited.

  2. 2. Key findings

    Five to eight findings, each with the number of conversations in which they came up.

  3. 3. The buying process

    The steps, the roles involved and the moments at which a tool drops out.

  4. 4. You against alternatives

    How participants describe your tool and the alternatives, in their own words.

  5. 5. Recommendations

    What you can change about product, price, message or sales approach.

  6. Appendix

    Interview guide and anonymised summaries per conversation.

Questions about buyer research

Does a paid study change my score?

No. Research is separate from the rankings. What we hear in a study does not count towards the score.

Do you publish the results?

Not without your agreement. General market trends we may publish anonymised in our data posts, never with your name or that of a participant.

How many conversations are needed?

That depends on the question. We suggest a number in the proposal, with the reason.

Request a proposal

Describe your question and your target group. We send a proposal with approach, number of conversations, planning and price.

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