OUR INDUSTRIES
Market research for technology, software and SaaS companies
Tech companies make high-stakes decisions every day: What should we build next? How should we price it? And what will help buyers see why our product is right for them?
Bixa helps technology companies answer those questions through market research, product research, and UX research. We combine qualitative and quantitative research to turn customer evidence into clear recommendations for product, marketing and leadership teams.
Our researchers have supported decisions across SaaS, AI, healthcare technology, advertising platforms, IoT and enterprise software. We get to know the people behind the purchasing decisions, then turn what we learn into clear recommendations your team can use.
Schedule a research strategy call
Talk through your goals with a senior researcher. Share a decision your team is trying to make, and we’ll help you think through the research approach most likely to provide a useful answer.
Research for your next technology or SaaS decision
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Understand your buyers and market
What makes a buyer shortlist your product—or choose someone else? Our technology market research explores how people evaluate vendors, what they need to feel confident, and how they see your brand. Buyer interviews and surveys, audience segmentation, win-loss research, and brand tracking help you sharpen your positioning and focus on the audiences that matter.
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Build and price your product with confidence
A long list of feature requests doesn’t make a roadmap. Product research helps you understand what customers value, test new concepts, and explore pricing and packaging. Concept testing explores reactions to new products or features before you commit to building them and feature prioritization helps you understand what’s most and least valuable out of a set of features.
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Enhance the user experience of your physical or digital product
Where are users getting stuck or not finding value in your product? UX research and usability testing help you see your product through their eyes. From onboarding to feature discovery, we identify issues and recommend practical ways to improve the experience. When we work with physical products, we focus on research to optimize product architecture, form and fit, ergonomic layout, or component placement/packaging. For digital products, we focus on information architecture and design patterns to streamline navigation/organization, visuals, content, search, and interaction design.
Examples of our research work in tech & SaaS
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Google Ads
Research with Gen Z audiences in the U.S., India, and Brazil informed recommendations for evolving Google’s ad formats.
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Google News
Surveys, video diaries, and interviews revealed distinct news consumption behaviors and informed audience personas.
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Eko Health
Conjoint research explored feature preferences and willingness to pay, helping guide product and pricing strategy.
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Cox2M
Research into how businesses evaluate IoT platforms helped refine positioning around customers’ operational priorities.
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Vention
Brand tracking, AI perception research, and persona development support ongoing decisions about positioning and messaging.
How could answers to these questions transform your product?
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Who evaluates your product or platform, and what matters to each of them? Persona and segmentation research combine interviews and surveys to understand buyer needs. One technique in particular, cluster analysis identifies groups with shared motivations and decision criteria, helping you focus your marketing, sales, and product efforts.
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Find out how buyers describe their challenges, compare alternatives, and respond to messaging. Positioning research and message testing help you explain complex technology and your value proposition in language that makes sense to the people buying it.
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Hear directly from buyers about what shaped their decision. Buyer journey and win-loss research uncover the questions, objections, and competing priorities that your sales and marketing teams need to address.
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Track awareness, perception, and consideration over time. Brand tracking helps you understand whether your positioning and campaigns are changing how buyers see you, and where there’s still work to do.
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Give your audience something useful to learn from. Proprietary research can provide the data and human insight behind industry reports, whitepapers, PR, and thought leadership.
Why tech teams choose Bixa
Research designed around the decision, not a predetermined methodology
Experience with complex audiences: technical users, enterprise buyers, clinicians, developers, or other relevant groups
Qualitative depth and quantitative rigor: we gather data from multiple angles when the decision requires it
Recommendations teams can act on, not just charts and graphs in a findings deck, but the "so what" behind the numbers
Tailored research methods for every tech vertical
Our team works across SaaS, AI and machine learning, FinTech, PropTech, developer tools, data and analytics, cloud software, and HealthTech. Whether your questions are about buyers, product decisions, or the user experience, we’ll help you find a research approach that fits.
Your SaaS market research questions, answered
Tech companies often have questions about how market research works and when it is most valuable. Below are some of the most common questions we hear from SaaS, software, and technology companies.
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Start with the decision you need to make. You might need buyer interviews to validate an MVP, a survey to understand which features to prioritize, or usability testing to see where people struggle. The right approach depends on what you need to learn.
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MaxDiff asks buyers to choose the most and least valuable features from a rotating list, helping your team prioritize SaaS features. Conjoint analysis explores trade-offs between features and price, helping you evaluate software packages and pricing tiers, identifying which bundle of features is the ideal set for a specific audience group.
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Van Westendorp explores acceptable price ranges. Gabor-Granger tests willingness to buy at different prices. Both help SaaS teams understand pricing sensitivity before changing their offer. Conjoint analysis explores trade-offs between price and features—specificially answering questions about how much more a specific feature or offering would be worth to a buyer. Conjoint analysis often creates a market simulator as a deliverable, meaning you’d get to mix and match products in the software and see how much more or less your buyers would pay for a subscription or license.
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Expert usability reviews, user interviews, and moderated or unmoderated usability testing are all common UX testing methods for a SaaS product. In particular, moderated usability testing involves watching people work through real tasks helps reveal confusing steps, missed features, and opportunities to make your product easier to use.
Let’s talk about the decision in front of you
Bring your questions. We’ll bring a researcher who can help you think them through.
Book a complimentary 30-minute strategy session with a senior researcher at Bixa.
