What we do

Brand research

What drives trust, consideration and confidence in tech buyers today?

Read our brand-new report

Based on insights from 300 IT security decision makers across the UK and US, we explore how cybersecurity buying decisions are shaped and what that means for B2B tech brands today

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Know where your brand stands

In fast-moving technology markets, brand decisions are too important to base on assumption. Our B2B brand research helps you understand how customers and prospects perceive your brand, what drives trust and consideration, and where you stand against competitors.

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The benefits of brand research

Know what buyers really think

Understand how your brand is perceived in the market and where awareness, trust and consideration are helping or holding you back.

Know what drives consideration

Identify the signals, messages and experiences shaping confidence in your brand and influencing buying decisions.

Know where to focus next

Use evidence rather than assumption to guide positioning, messaging and investment.

Your B2B brand research managed end-to-end

Research design

We’ll identify the audiences, questions and competitive context that matter most to your brand.

Data collection

Using quantitative and qualitative research, we gather evidence from the people shaping purchasing decisions.

Analysis

We uncover the factors influencing awareness, trust, consideration and preference.

Activation

We help you identify where to focus, what to strengthen and how to make more confident brand decisions.

Our brand research delivers valuable insights into:

Brand health: track awareness, familiarity, and advocacy to identify areas of focus in your funnel
Competitive benchmarking: understand how your brand stacks up in audience perception and performance
Behaviour drivers: identify what drives customer retention and advocacy
Emotional and rational impact: uncover the factors influencing your brand’s success
Market opportunities: pinpoint gaps and untapped potential for strategic growth

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B2B brand research built for the tech sector

Our approach

At Vanson Bourne, we deliver clarity on how your brand is perceived in a dynamic, fast-moving tech industry. Combining quantitative precision and qualitative depth, we uncover actionable insights that help you refine positioning, build trust, and drive brand loyalty.

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

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If you’re looking for a research firm who will partner with you from day one, Vanson Bourne is it. As usual, the team took the time to really understand our business and the outcomes we were after and brought forth a comprehensive research study and resulting report that more than hit the mark. We now have a global view into where we sit from an awareness perspective and I’m eager to see how we improve in a years’ time when we revisit the study.

Jessica Sutera, VP Corporate Marketing, SailPoint

Vanson Bourne challenged our thinking, delivered high-quality research, and made the whole process smooth and professional. I would gladly work with them again

Product Marketing Manager, Global aerospace technology vendor

We engaged the services of Vanson Bourne to support on a piece of primary research to help us better understand the motivations, pain points and behaviour of procurement professionals. They took the time to truly understand our objectives and translated them into a robust research framework that delivered clear, actionable insights. The quality of both the data and the analysis exceeded our expectations, and the findings have directly informed our strategy and messaging.

Eloisa Tovee, Senior Campaigns Manager, Xeneta

Vanson Bourne was a fantastic partner on our recent research report. Their expertise in surveying senior decision-makers, combined with their rigorous approach to analysis, gave us real confidence in the findings. The team was responsive, collaborative, and flexible throughout the project, helping us deliver a credible piece of research that met our objectives.

Jenny Evans, Director, Product Marketing, Hashicorp

Some of the clients we work with