Research for B2B and SaaS Companies
Praxia Insights runs research for B2B and SaaS companies, including buyer research, win-loss studies, pricing and packaging research, competitive analysis, product and usability research, and recruitment of the senior decision-makers who are hardest to get on a call.
B2B research is harder than consumer research for one reason: the people you need to talk to are busy, expensive, and difficult to reach, and half the people who claim to be them aren't.
Panels are full of respondents who selected a job title from a dropdown. If your study is about how a VP of Operations chooses a vendor, and your sample is full of people who work somewhere that has a VP of Operations, your findings are worthless in a way that isn't obvious until you act on them.
We screen for actual purchasing authority instead of title, and our team has recruited VP through C-suite decision-makers across the US, Europe, and Asia for exactly this kind of work.
Discuss your B2B research
What We Work On
Buyer research: how purchase decisions actually get made, who's involved, what they weigh, and where deals stall.
Win-loss research: conversations with buyers who chose you and buyers who chose somebody else.
Pricing and packaging: what buyers will pay, what belongs in which tier, and where the price becomes a barrier.
Competitive analysis: what competitors offer, charge, and claim, including mystery shopping their sales process.
Product and usability research: testing features and prototypes with the people who'd actually use them.
Messaging and positioning: whether your copy lands, and what buyers understood you to be selling.
Voice of customer: what your customers actually value, and why the ones who left decided to go.
Reaching Senior Decision-Makers
The whole study depends on this. If you can't reach the people who actually decide, everything downstream is guesswork with a nice chart on it.
We screen for genuine purchasing authority instead of job title. Titles mean different things at different companies, and plenty of people with an impressive one don't control a budget at all. We also set incentives at a level that senior people will actually respond to, since a $75 gift card doesn't buy an hour from a CFO.
Our team has recruited VP through C-suite professionals across the US, Europe, and Asia for a study on how executives evaluate technology vendors, and we've run focus groups with SaaS decision-makers reviewing a company's website and sales funnel.
Win-Loss Research
The most useful conversations in B2B research are with the buyers who didn't pick you.
Your CRM has a reason recorded for every lost deal, and it's usually one word chosen by a salesperson who was moving on to the next thing. What the buyer would tell an outside researcher is more specific and frequently different, and it's the difference between believing you lose on price and knowing you lose because your implementation timeline scared somebody.
We'll run those conversations. Former prospects are usually willing to explain what happened, particularly to somebody who doesn't work for the vendor they turned down.
Project Examples
A NIH-funded study examining neuropsychological predictors of adaptation after trauma.
A five-year randomized control trial (RCT), funded by the U.S. Department of Ed, to study individualized math instruction.
Led a national survey study in partnership with Berklee BEATL & Adobe to study AI use in the music industry.
How We Work
1. Initial consultation and plan
We'll meet to talk through what you need and confirm that this is the right approach for the decision you're facing.
2. Project scoping and budget
You'll get a custom scope of work with tasks, due dates, and budget before any work starts, so the price is fixed and there aren't hourly surprises later.
3. Project execution
You'll get updates on progress throughout, including where recruitment stands and when each milestone is hit.
4. A true partnership approach
We share insights with you as they come up throughout the project, so your team can start acting on what we learn long before the final report is finished.
5. Project completion
We'll deliver the final insights in whatever format your team will actually use, whether that's a written report, an executive presentation, or a working session.
Frequently Asked Questions
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Yes. Our team has recruited VP through C-suite professionals across the US, Europe, and Asia, along with SaaS decision-makers, procurement stakeholders, and technology evaluators. We screen for actual purchasing authority instead of relying on a job title somebody selected from a list.
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Considerably more than consumer participants. Hard-to-reach professionals and executives typically need incentives several times higher than a general consumer study. Under-incentivizing senior people doesn't save money, it just means your study takes months instead of weeks.
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Four to eight weeks for most studies, and longer for senior audiences. The variable is almost always recruitment, since scheduling an hour with a CFO takes longer than scheduling an hour with a consumer.
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Yes, and it's usually the highest-value part of a B2B study. Give us the contacts and we'll reach out as an independent researcher. Buyers who chose somebody else are generally willing to explain why, and what they say tends to differ from what's recorded in your CRM.
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Yes. We use Van Westendorp price sensitivity analysis, Gabor-Granger, and conjoint analysis depending on your question, and we can pair it with competitive pricing intelligence gathered by requesting quotes as a prospective buyer.
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Often, yes. Published B2B pricing is frequently a starting point that changes once a real quote is prepared, and discounting is invisible from outside. Going through their sales process as a prospective buyer is how you find out where the number really lands.
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Twelve to twenty per buyer type usually gets you to the point where themes repeat. If you're comparing segments or company sizes, each one needs its own set, because an enterprise buying process and a mid-market one often have nothing in common.
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Yes. District purchasing involves more people than most vendors realize, including curriculum staff, technology directors, principals, and sometimes the board. Buyer research tells you who actually decides, what they weigh, and where deals die.
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Yes. We've run focus groups with SaaS professionals reviewing a company's services website, exploring what drove their buying decisions, and the findings went to the marketing team and drove a full rebuild of the site and the funnel.
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Both have a place. Your list is right for retention, expansion, and product research with people who already use you. An outside sample is right when you need to understand buyers who've never heard of you, and that's what matters for growth.
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It depends on the methods, the sample, and how senior your audience is, and incentives are a bigger share of the budget in B2B than in consumer work. We'll give you a fixed-scope quote after an initial consultation.
Our Experience
More than 60 studies designed, including case study, quasi-experimental, RCT, and mixed-method designs
More than 100 focus groups and in-depth interviews conducted
More than $4 million in grant-funded research managed
Clients spanning Fortune 500 companies, startups, nonprofits, universities, and federally funded programs
Our researchers hold doctorates in educational neuroscience, psychology, and related fields
Need to reach the people who actually decide?
Tell us who your buyers are and what you're trying to learn, and we'll advise on scope, timeline, and what it would take.