What we do

Brand research

See your brand through your customers’ eyes

In the fast-paced tech world, your brand’s reputation can make or break trust. Our B2B brand research services uncover how your customers, prospects, and competitors truly perceive your brand.

Go beyond assumptions to understand the impressions that drive decisions, build loyalty, and shape your market position. With insights tailored to the tech sector, we’ll help you refine your messaging, strengthen your positioning, and amplify your brand’s impact where it matters most.

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The benefits of brand research

Know what sets you apart

Discover how your brand stands out to customers and competitors, and refine your positioning for maximum impact.

Reach the right people with the right message

Identify gaps and craft tailored campaigns that resonate with decision-makers and drive growth.

Adapt faster, compete smarter

Stay ahead of shifts in perceptions and trends to keep your brand relevant and competitive.

Your B2B brand research managed end-to-end

Design

From questionnaires to discussion guides, every project is custom-built to uncover the insights that matter most to your brand.

Fieldwork

We’re experts at reaching the right respondents in tech, from decision makers to end-users, ensuring your data comes from the audience that drives your success.

Analysis

Using AI-powered tools and expert consultancy, we turn complex data into actionable insights that strengthen your brand positioning and messaging.

Delivery

Our outputs are designed for your objectives—from visual reports, strategic recommendations or detailed analysis to guide your next steps.

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 research built for the tech sector

Our approach

At Vanson Bourne, we deliver clarity on how your brand is perceived in a fast-moving industry through B2B technology market research. 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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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

If you’re looking for a research firm who will partner with you from day one, Vanson Bourne is it. Not only is Vanson Bourne just the best there is when it comes to research and analysis, the team is always a pleasure to work with.

Jessica Sutera, VP Corporate Marketing, SailPoint

The VB team have always been a solid and reliable partner, with an unparalleled ability to reach global markets.

Nick Bowman, Director - EMEA and APJ Corporate Communications, CyberArk

Some of the clients we work with