Leveraging Market Research Survey Companies for Tech Marketing Success

May 30, 2024

ViB Editorial Team


Topics we'll cover

Is your marketing missing a key ingredient? Data can be the secret sauce that takes your campaigns from good to groundbreaking. 

And what’s more effective in gathering data than market research surveys?

Well-designed market research surveys provide you with fresh insights to fuel your storytelling and drive marketing strategies.

The best thing about surveys?

They generate immediately actionable data that has a quick and lasting impact on campaign ideation, product development and launch, and executive decision-making

What does a market research survey entail?

A market research survey is a tool that assesses the state of the market for a particular product or service. This includes analyzing the inclinations of customers, which are decision-makers and enterprise-level executives for the high-tech B2B sector.

 It’s a way to ask them specific questions and gather valuable insights about their thoughts, preferences, and behaviors based on the central topic. 

The best thing about surveys is the sheer volume of data you can collect. With a good response rate, you can turn this data into actionable steps to improve your business while also gaining a competitive edge in the rapidly evolving tech industry. 

So, what kind of information can you uncover with surveys? Let’s take a look:

  • Demographics: Understand your audience by gathering data on age, income level, location, and education. This way, you can tailor your marketing messages in a way that speaks specifically to them 
  • Buying Habits: Find out how often customers purchase from you and similar businesses. This can help you understand their purchasing cycle and identify potential upselling and cross-selling opportunities.
  • Opinions & Desires: Get honest feedback on your products and services, and discover what features or solutions your audience craves. This can guide your product development and marketing strategies.
  • Customer Intentions: Gauge how specific changes or offerings might influence your audience’s purchasing decisions. This can help you anticipate their needs and make smart decisions about future product development, pricing strategies, and marketing campaigns.


Surveys are a powerful tool because they’re both fast to launch and easily scalable. This makes them one of the best ways to tap into the valuable insights your customers hold.

The Importance of Tech and SaaS Market Research Surveys for B2B Companies

Imagine launching a brand new marketing campaign, only to discover it falls flat with your target audience. Market research surveys help you avoid this pitfall. With surveys, you can:

  • Understand market trends: What are your customers looking for in a tech solution? What are their biggest pain points? Surveys can uncover these important details and help you tailor your offerings accordingly.
  • Gain customer insights: Understanding your customers’ preferences and buying behaviors allows you to craft targeted messaging that speaks directly to their needs.
  • Stay ahead of the competition: Knowing what your competitors are doing and how they’re positioning themselves empowers you to differentiate your brand and create a winning strategy.


In short, market research surveys provide the data you need to make informed decisions about your marketing efforts. ViB Research can help you create more effective campaigns, engage, and ultimately, drive sales 💸.

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What are the types of services offered by market research survey companies?

Gathering the right market intelligence can be the difference between a winning campaign and a missed opportunity. There are tons of market research companies, but how do you pick the right one for your cybersecurity tech marketing? 

As you can see, market research survey companies come with a powerful arsenal of services.

Here, I will talk about some of the must-have services that you absolutely need for the success of your market research:

Qualitative research

Qualitative research focuses on the “why” behind customer behavior. It gives you descriptive, non-numerical data (opinions & feelings from focus groups and open-ended questions) to add depth and explain the reasons behind quantitative data (numbers)

Quantitative research

Market research survey companies also provide quantitative research that uses numbers (surveys, polls) to measure customer behavior and track trends. 

It provides a solid foundation (like historical data) for further exploration.  This method is often used alongside qualitative research.

Branding research

Branding research can help you understand and improve your brand image. It explores areas like brand awareness, loyalty, and perception through surveys, interviews, and focus groups. 

This research service helps identify strengths, weaknesses, and opportunities to better position your brand against competitors and improve your overall image.

Customer research

Customer research explores the motivations, preferences, and pain points of customers to understand what drives their purchasing decisions. This research helps you identify ways to improve:

  • Customer satisfaction: Understanding what keeps customers happy and coming back for more.
  • Customer loyalty: Identifying factors that build brand loyalty throughout the customer journey.
  • Customer segmentation: Grouping customers based on shared characteristics and behaviors to tailor marketing and service efforts.

Research methods for customer research include analyzing past purchase data, customer journey mapping, and conducting surveys or interviews to gather direct feedback. 

Competitor research

Competitor research is all about knowing your rivals. It involves analyzing their strengths, weaknesses, and offerings to understand how your business stacks up. 

This research helps you identify opportunities to differentiate yourself, improve your competitive edge, and develop winning strategies.

Common competitor research methods include competitor SWOT analysis, customer interviews to understand buying preferences, and market research to assess competitor dominance, sales figures, and company structure.  

By gaining a deep understanding of your competitors, you can identify areas for improvement and develop strategies to stand out from the crowd. 

Product research

Product research ensures your offerings hit the mark. It explores how customers perceive your products, their value proposition, and potential areas for improvement. As such, this research service can help guide product development, branding, marketing efforts, and future upgrades.

Here are some key questions to focus on when conducting product research:


  • How do customers view your product’s brand, design, and features?
  • Are your products delivering the promised value to customers?
  • What product features or improvements are most desired by your target market?

Primary research methods like custom surveys, in-person interviews, and observation sessions can be particularly valuable in product research.

Survey design and development 

Generic templates often lack relevant data. Top market research survey companies provide custom surveys tailored to your unique tech audience. These surveys allow targeted questions on AI trends or interest in new cybersecurity solutions.

With focused surveys, you get immediate, actionable data for informed decisions. Choose a company that guides you through the process, assisting in survey design. Collaborating closely yields clear, valuable data for smart business choices.

Data analysis and insights

Market research survey companies provide tools to analyze the collected data and uncover hidden patterns and trends. These tools can help you measure sentiment, segment your audience, and identify key insights. A good example of such a tool is Brandwatch.

They translate the raw data into clear and actionable reports that are easy to understand and use for making informed business decisions.

Some companies offer real-time data analysis, allowing you to see results as they come in and adapt your marketing campaigns on the fly. For example, SurveyMonkey Audience allows you to see survey responses as participants complete them.

Project management

These companies may offer project management services to oversee the entire survey process, from design and deployment to analysis and reporting. 

Top Market Research Survey Companies for Tech and SaaS

A market research survey company can be your ultimate intel-gathering partner. 

But here’s the kicker: As a B2B marketer, budgets are often tight and expected results need to be BIG 💣!

And with so many market research companies out there, you may have a hard time choosing the right one.

That’s why, I have compiled a list of some of the most credible market research survey companies that can get you started. So let’s take a look:


 Ipsos is a world leader in market research with a rich history dating back to 1975. They specialize in providing valuable insights into consumer behavior, opinions, and trends across a wide range of industries. 

As such, they offer 360-degree services which can help you find out your overall brand health, develop new products, research customer satisfaction, segment your customer base, and perform social media listening.


A global data powerhouse, Nielsen provides unmatched audience insights across all channels and platforms. Think of them as your window into consumer behavior. 

Nielsen can help you understand everything from the latest trends influencing buying habits to how well your marketing campaigns are performing across various platforms. 

Whether you want to improve your social media or see the reach of your TV commercials, Nielsen has the data and tools to boost your marketing strategy.

Forrester Research Services

This market research service is laser-focused on B2B businesses. The company helps businesses understand market trends and customer behavior. They analyze big data to uncover the hidden patterns and trends that shape success in the B2B world.

But Forrester doesn’t just leave you with cryptic clues. They translate their findings into actionable insights and advice so that you can make smart decisions about your products, services, and overall strategy. 


ViB Research offers a custom-built B2B high-tech market research solution that hits the mark. The tool leverages a million-strong community of highly targeted tech professionals to generate high-quality and accurate research.

You have complete ownership of your research agenda and the data it produces. This opens up a world of possibilities for content repurposing and lead generation

But the best part is that ViB Research offers you a highly affordable way to get research data, which other big-name research companies don’t usually do. We offer you undeniable results at a fraction of the cost!

The result? Expert-level insights you can use across your marketing efforts — and so much more 🎉! 

For example, Mandy Skroupa, the marketing manager at Illumio reported that ViB not only gave her useful insights but provided her even more content to share with its community.

Let’s take a more detailed look at how ViB Research was able to help Mandy 👇:

Illumio Boosts Market Leadership with ViB Research

Screenshot 2024-05-29 172507

Mandy Skroupa, a cybersecurity veteran, joined Illumio to raise awareness for their security products and generate leads. One strategy was original market research, but she found that traditional surveys lacked control over results.

This means she couldn’t really create impactful marketing materials — not with uncertain survey results.

She chose to partner with ViB Research which offered custom surveys targeted specifically at IT security professionals, the exact audience Illumio wanted to reach. 

We also guaranteed the results would align with Illumio’s goals. This gave Illumio valuable insights and built trust because ViB’s research is credible with both Illumio and other publishers. 

The best part? 

VIB Research helped Illumio create a popular report that attracted a lot of downloads. This report became the foundation for other marketing materials like blog posts and webinars. 

Overall, we helped Illumio position itself as a leader in cybersecurity and raise awareness for all its products, not just the core ones.  Plus, we met all deadlines and worked closely with Illumio to make sure the surveys asked the right questions. 

Thanks to ViB, Illumio took control of its marketing message and became a stronger force in the cybersecurity world 📈.

Take your Tech and SaaS Market Research to the Next Level

One of the questions that we repetitively hear ourselves say and most B2B marketers is “Am I getting the most out of my current marketing efforts?”

What if there’s a company that can give you crystal-clear insights into your ideal customer’s needs, wants, and pain points? What if it can help you craft marketing messages that resonate deeply and drive real results?

By partnering with a specialized market research company like ViB Research, you can do just that!

We’re happy to chat with you if you need help figuring out the right market research tools, what questions to ask in your surveys, or how to use the results to improve your marketing. There’s no pressure, we just want to help you succeed!

If you prefer to learn more on your own, we have a datasheet with all the details about ViB Research. Download it here!

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