Conducting market research in IT requires a specific methodology. The IT sector is indeed largely dominated by B2B. Therefore, appropriate market analysis methods must be employed. Our firm has been conducting this type of study for over 10 years. We have assisted companies in all areas of tech: SaaS, artificial intelligence, cybersecurity, insurtech, fintech, …
Contact our firm for your IT market research
Our IT and technology market research services
- Types of studies: needs analysis, satisfaction survey, brand awareness study, identification of business opportunities, …
- Covered territories: all European countries + United States and Canada
- Budget: from €7500 excl. VAT
- Study duration: 6 to 8 weeks
- Quote: within 48h
“IntoTheMinds conducted a qualitative and quantitative impact study as part of the DigitalWallonia4.ai program, and we are very satisfied with the experience. From the outset, the team demonstrated professionalism and unwavering commitment.
IntoTheMinds’ expertise in the digital field and their methodical approach contributed to the success of the survey. They asked the right questions, listened carefully to our needs, and provided relevant recommendations that led to conclusive results.”
Antoine Hublet
Expert in charge of artificial intelligence and the DigitalWallonia4.ai program
Which techniques for IT market research?
The techniques to be used will depend on the objective of the study. In practice, 99% of projects aim to study the positioning of an existing product (often a SaaS) and to identify the most promising customer segments. To achieve this objective, a quantitative study technique should be used.
We have developed a specific quantitative approach for IT market studies. This technique, known as CAWI, makes it possible to survey a large number of B2B decision-makers (CTO, CDO, CEO, …) at a very affordable cost. With a sample of 100 to 500 respondents, it becomes possible to accurately predict:
- the market’s reaction
- expected pricing
- the customer segments to target as a priority
Key considerations to maximize value from results
Market research is an investment. It should increase your chances of success. Here are some tips to ensure your results will be usable:
- Favor a quantitative study with a large sample size (over 100 respondents) to enable extrapolation of the results.
- Avoid a qualitative study if your product already exists. The margin of error will be too high (up to 40%).
- Make sure to survey the various buyer personas. The IT director is not the only one whose opinion matters. The purchase of an IT solution is also driven by the business side.
- Survey no fewer than 100 decision-makers per buyer persona.
- When conducting your market study, don’t limit yourself to companies (size, sector) that are already clients. Conduct the broadest survey possible to discover new business opportunities.
Request a quote: we’ll get back to you within 60 minutes
Budget to plan
The budget for IT market research does not differ from that of any other B2B study. Our prices start at €7500 for a full study including a survey of 100 B2B decision-makers.
Examples of studies in the IT and technology sector
Here are some examples of studies we have conducted in the IT and technology sector.
- This Spanish scale-up commissioned us to carry out the largest B2B study we have ever conducted. We surveyed 2,900 HR Directors and CEOs in 10 countries to prioritize business development efforts and provide insights for the inbound strategy.
- Chift is a fintech company that offers an integration solution between financial software. As part of its expansion in Europe, Chift commissioned us to conduct a study among 600 B2B decision-makers in 4 countries (Netherlands, France, Spain, Italy).
- Study among 400 CTOs in 4 countries (France, Germany, United Kingdom, United States) on data science needs. The results were used by Timi to identify the most promising segments for its expansion. A white paper was also produced and used for inbound marketing on LinkedIn.
- Adequasys is a Swiss company active in IT for over 20 years. Its HRIS solution serves clients in 25 countries. We conducted a competitive study for Adequasys to position its solution on the Spanish market. The study was carried out among CTOs, CEOs, and HR Directors of companies with more than 250 employees.
- Thaink2 is a start-up based in Metz (France) that has developed an ETL (Extract Transform Load) and Data Science solution. For this client, we deployed the full range of our expertise. We first conducted a quantitative study with 100 decision-makers to understand their needs and expectations. We then carried out 10 qualitative interviews and connected interested decision-makers with Thaink2 to continue the commercial discussion.
- Personio is a major player in the HRIS sector (software for human resources). We had the privilege of conducting a brand awareness study in Belgium, Austria, and Switzerland for this client. A quantitative approach was followed, which also allowed us to assess the needs of decision-makers, mainly in large companies.
- ERAWYPS is a Belgian start-up that has developed a SaaS cybersecurity solution for SMEs. As part of its Go-To-Market strategy, we conducted a quantitative study in France and Belgium among 100 decision-makers. This study made it possible to precisely assess the impact of malicious acts on SMEs and to determine the ideal pricing for the solution.
- Study on measuring the digital maturity of companies in Wallonia. Development of value-added services tailored to the digital maturity level of companies that completed the Digiscore.
- Interface Projects is a company based in Montreal (Canada). It has developed a SaaS project management software featuring generative AI functionalities. This software is aimed at entrepreneurs, and we surveyed 250 marketing targets in the United States and Canada as part of the market study entrusted to us.
- The IBPT is the regulator for postal and telecommunications services in Belgium. Following a public procurement procedure, this body entrusted us with the delicate task of identifying all Belgian companies potentially affected by the entry into force of the DSA (Digital Services Act). This complex mission led us to develop a method for selecting companies based on precise criteria, followed by a triple check to verify the nature of their activities.