Unlocking Growth: How Market Research Fuels Success in the Tech Industry

Growth is the goal in the tech industry, but getting there can seem out of reach without actionable insights to inform your strategies. How do we increase product adoption? What are your innovation priorities? What’s the best marketing mix? What new markets should we enter? These are just a few of the questions that many tech companies don’t have the internal resources or expertise to effectively tackle. The right market research partner can make all the difference. With years of market research experience and expertise in the technology industry, particularly with SAAS payment mechanisms, here’s a preview of how we’ve helped clients like you.

Business challenge: Determining innovation priorities 

For tech companies, it’s usually not innovative ideas that are lacking, but rather which are worth pursuing, when, and why. Market research helps you to set priorities based on strategic insight—rather than guesswork —by pinpointing the most pressing problems to solve, determining which ideas will deliver the most value, validating ideas before development, and tracking market trends.

Use Case Example: Product Design

The Problem: Prior research indicated the potential for higher adoption of a writing assistant product. Our client surmised that adoption and retention rates would improve with a more advanced product version tailored for mobile devices (iOS, Android). Our client needed to quantify interest in the mobile product concept.
Our Approach: Advanis conducted quantitative research with over 2000 current and potential users in five countries (Canada, U.S., UK, Australia, and India) to test product adoption interest. We explored the frequency of mobile vs. desktop writing usage; benefits of mobile writing, pain points experienced, and current solutions to pain points. We evaluated two mobile writing assistant concepts, tested the relative interest in features and benefits using a Best Object Scaling (BOS) approach, and evaluated willingness to pay for the concept.
The Results: The results supported product design decisions for investment in mobile tools, leading to the introduction of an advanced product concept.

Business challenge: Understanding the competitive landscape 

The tech industry is not only crowded, it’s constantly evolving and increasingly global, which makes it harder to differentiate, maintain customer loyalty, and sustain long-term growth. Market research can help you differentiate strategically, respond proactively, and stay one step ahead of the competition.

Use Case Example: Online Gambling Industry Penetration 

The Problem: Our client’s marketing agency needed to understand the competitive landscape and gauge how their client’s brands compared to key competitors, to support the acquisition and retention of players in the online gambling market.
Our Approach: Advanis conducts two waves of research to gather feedback from online players in eight countries across three regions.. Each wave collected between 4,500 and 7,500 responses. The survey was offered in English, Portuguese, and Spanish. For each country, the data was weighted by region, age, and gender to reflect each country’s population proportions. Advanis produced trending, tracking results and an online reporting portal for further analysis by the client.
The Results: The client gained insights on brand penetration and a profile of online gamblers across several countries.

Download our white paper Beyond ‘Gut Feel’: How Tech Leaders Use Market Research for Growth for more examples and tips by filling out the form below.