B2B Product / Service Research

Build The Ideal Customer’s Ideal Solution

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Cascade Insights’ B2B Product/Service Research is designed to help organizations align their product development, messaging, and marketing strategies with the needs of the market.

Choosing Cascade Insights as your research partner yields specific, actionable results. Our B2B tech specialization means we begin each project with a thorough understanding of industry context and buyers’ jobs-to-be-done. In other words, we won’t waste time or budget getting up-to-speed on the basics.

Our specialization allows us to design efficient studies that get right to the heart of what matters most to your target market.

Whether you’re planning on launching a new product or service or want to revamp an existing one, Cascade Insights’ B2B Product/Service Research can help you:

  • Target the right markets and personas.
  • Hone your product/service strategy to prioritize the features and capabilities that matter most to buyers and users.
  • Streamline your marketing and sales messaging to address your ideal customers’ priorities, jobs-to-be-done, and pain points.
  • Identify unmet market needs you can capitalize on.

A Few of our Clients

AWS
Atlas
Calian
Cisco
Commvault
Dropbox
Google
HP
IBM
MicroFocus
Prompt Cloud
Rehab
Staff attract
Veritas
bitly
its
red hat
salesforce
Clients

B2B Go-To-Market Research

Fortify your go-to-market strategy with customer insights and data. Make the most of your marketing dollars by determining the right messaging, pricing, and packaging for your target market.

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B2B Concept Testing

Will this solution meet customer’s needs and priorities? Does your product design resonate with the target market? Cascade Insights helps you gauge reception and can provide a clear “go/no go” directive.

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B2B Market Opportunity Research

So you’ve identified a potential market for your new B2B product or service. Is this market worth your focus and investment? Cascade Insights’ B2B Market Opportunity Research gives you clarity.

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Beyond Answers: Deep Discovery Through Connection

Insightful research is built on genuine connection, not just data collection. By leveraging Fluid Intelligence™, we create a deeper, more nuanced understanding of your core business concerns.

How We Leverage AI: AI streamlines our processes by assisting with note-taking, transcription, and sentiment analysis. This frees our researchers to focus on active listening and meaningful engagement during interviews.

Fluid Intelligence™: Our consultants probe, challenge, and interpret responses within a broader strategic framework. 

  • AI takes a response at face value – humans recognize subtext. A skilled interviewer can tell when a respondent is holding back, contradicting themselves, or revealing something indirectly.
  • AI lacks skepticism – humans challenge assumptions. Human researchers continuously question, validate, and refine findings.
  • AI organizes information – humans extract meaning. Humans can determine which insights are truly valuable.

By prioritizing human connection and leveraging AI for efficiency, we deliver research that goes beyond surface-level responses, providing a truly comprehensive understanding of your audience.

Transform Data into Strategic Action

We empower you to move beyond the data you have - either proprietary or public - and unlock genuine strategic advantage that is unique and sustainable. 

How We Leverage AI: AI amplifies our processes, enabling rapid trend identification, insightful data visualization, and efficient summarization. This frees our team to focus on the in-depth analysis and strategic recommendations that drive impact.

Fluid Intelligence™: Data without context is just noise. Our human expertise ensures: 

  • We distinguish correlation from causation. We help you determine why those distinctions matter in your unique context.
  • We prioritize insights for business impact. Mere knowledge of market trends is never enough, nor is every market signal a cause for concern.
  • Strategic foresight. We position findings within the competitive landscape of your specific market.

By seamlessly integrating AI for efficiency and prioritizing human expertise for strategic insight, we transform raw data into a powerful engine for your business success.

B2B Tech Sector Specialists

Our firm only accepts projects from the B2B tech sector.
Our areas of expertise include:

  • Software
  • Hardware
  • Cloud
  • AI & GenAI
  • Infrastructure
  • Anything as a service
  • Cybersecurity
  • Big Data
  • Low code/no code
  • Applications
  • IoT
  • And much more...
B2B tech spans various industries. We help companies that offer software, hardware, and other technology solutions in sectors such as:

More on our approach to B2B Product / Service Research

Market Research Methodologies

Group In-Depth Interviews
(In-Person & Online)

Fill 199 Focus Groups
(In-Person & Online)

Fill 211 Web Surveys

Group 2 Online Research Communities

Group 3 Quantitative Studies

Group 4 Social Media / Online Community Analysis

Fill 243 Longitudinal Research 
(Communities, Diaries, Etc.)

Page 1 Secondary Research

  • Decision Lens is a small and growing software company, still trying to figure out the exact motivations of our market and our buyers. After watching our own efforts at market analysis drag along with all of our internal biases attached to them, we decided we had to enlist the help of experts.

    Cascade Insights stood out to us in our review of firms for their knowledge of technology, experience in B2B, and willingness to personalize the work to what we needed. And our experience during the project lived up to the expectations.

    The Cascade team delivered very thorough and targeted market interviews and provided the external analysis of the information that our organization and executives needed to see. We have since completed more market analysis initiatives with Cascade and will continue to do so into the future.

    Matt Ipri
    VP of Marketing
    Decision Lens

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