Is customer-centricity a reality or a myth at your organisation?
Customer-centric is a mantra repeated by almost every B2B technology vendor. But is it truly a code they live by — with clear customer understanding driving every decision — or is it just a buzzword they lean on when it suits them?
In many organisations, that clear understanding amounts to little more than secondary market analysis or, worse still, anecdotes and gut instinct.
And in an industry as dynamic and innovative as B2B technology, failing to truly understand the needs of your customers and the wider market has real world consequences. Consequences that can be expensive and that damage the competitiveness of your organisation.
Chances are you’ve run into a few frustrations this year—do any of these sound familiar?
- Been surprised by new entrants, unexpected trends or shifting customer needs
- Launched marketing campaigns that didn’t land well
- Experienced product launches or customer service initiatives that fell flat
- Struggled to develop roadmaps due to an inconsistent company perspective on the customer
- Found defining and defending your market niche challenging at best
- Consistently competed on price and not value
How market insight can help in 2026
Independent primary research provides your organisation with market insights that take the guesswork out of strategy development, innovation and execution. Instead, your roadmaps and plans are aligned to real market needs.
Market insight research provides you with the tools to ensure that your organisation is truly customer-centric, ensuring that its marketing and solutions are both relevant and compelling:
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.
Avoid the frustrations and under-performance of 2025 by grounding your organisation’s strategy and initiatives for 2026 in research driven, quantified insights into your customers.
Explore some of our work
B2B research built for the tech sector
Vanson Bourne works exclusively with B2B technology brands, enabling them to ground their initiatives in a clear and detailed understanding of the market.
We deploy best practice research methodologies tailored to B2B tech, underpinned by the highest standards in data quality developed over more than 25 years of serving the sector.
Get in touch
For more information on how market insights can help to make your organisation truly customer centric, get in touch.