What we do

Market insight

Build 2026 around your customers.

Staying ahead in the ever-evolving tech landscape begins with truly understanding your customers. By aligning to their needs, priorities and expectations, you can deliver solutions that resonate today and keep your strategy future-proof.

Our market insight services go beyond the surface to uncover emerging trends, customer drivers, and competitive moves. With insights tailored to your business, we help you identify opportunities, mitigate risks, and make confident, customer-centric decisions that drive growth and impact.

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The benefits of market insight research

Escape the echo chamber

Step outside internal noise and hear the market loud and clear.

Connect the dots

Turn scattered data into strategic direction.

Innovate together

Align disconnected teams with insight that unites.

Get tailored-to-tech insights into:

Usage and attitude: better understand how your customers and prospects use technology and what their preferences are
Unmet needs: identify pain points and opportunities early and address them before your competitors do
Market segmentation: move beyond one-way mass engagements and focus on creating meaningful, connected experiences that build trust and loyalty
Market trends: insight into how the market is evolving gives your organisation the means to be proactive and not reactive
Investment intentions and pricing sensitivity: align your strategy with real budget flows

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Your B2B market insight research managed end-to-end

Design

Every project is custom-designed to uncover critical market trends and customer insights that drive your strategy forward.

Fieldwork

We connect with the right respondents across the tech landscape, ensuring your data reflects the voices that matter most to your market.

Analysis

Using advanced tools and analysis, we translate complex data into actionable insights that uncover opportunities and sharpen your competitive edge.

Delivery

Our tailored outputs—presentations, reports, and analysis—give you the clarity to act decisively and stay ahead in a fast-moving market.

B2B research built for the tech sector

Our approach

At Vanson Bourne, we uncover the trends shaping your market with B2B technology research that delivers clarity in a fast-moving industry. Combining quantitative precision and qualitative depth, we provide actionable insights that help you anticipate shifts, seize opportunities, and stay ahead of the competition.

With 25 years of expertise, we’ve built our success on conversations with the humans at the heart of technology, using two core methods:

Qualitative research: In-depth one-to-one interviews and focus groups
Quantitative research: Engaging online and telephone surveys

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Our consultative approach delivers actionable insights that drive your business forward

Let's talk about market insight research

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The whole team at Vanson Bourne are extremely knowledgeable, helpful and easy to work with. They totally understood not just the research subject, but also the client and its messaging, and worked with all stakeholders in true partnership, going above and beyond to ensure the best possible outcome. You can tell they genuinely care about producing high-quality work for the sake of the client. Beyond the professionalism, they are just thoroughly nice and good people.

Account Manager, Global B2B tech PR agency

I return to Vanson Bourne time and again because I know they will understand what I'm trying to do, create the right way of getting that result, and execute flawlessly against that plan. They did it again recently and we are much smarter for it. Top class, professional market research – done.

Derek Britton, B2B tech marketing leader

Some of the clients we work with