SaaS market research

The software-as-a-service (SaaS) market shows no signs of slowing down. Ever-growing demand for scalable systems presents wide-ranging opportunities, from enterprise resource planning to supply chain management and everything in between.

Buyers expect adaptability and customization – for example, choosing the hybrid cloud segment to leverage on-premises, public, and private cloud resources. Moreover, ever-improving artificial intelligence will likely lead to even more advanced cloud platform solutions soon. But not everyone in the sector will benefit from SaaS market growth. Emerging technologies and trends will keep driving innovation in this truly global software market – but those that can’t keep up with customer demand, or aren’t sure how to respond, will be left behind.

Why Adience?

Because we have heaps of experience in SaaS industry analysis and B2B market research.

We’ve helped a wide range of SaaS companies better understand their target audience and optimize their go-to-market strategy. We’ve got a large network of genuine B2B SaaS decision-maker contacts, not research panel respondents claiming to be.

Tired of market research with old, outdated processes? We’re not set in our ways – we slot into your systems, we don’t wedge you into ours. Our projects are fully bespoke, always designed around your specific aims, to answer your key questions.

Then we work with you to ensure the research isn’t just done, but keeps on delivering. From workshops to getting key stakeholders on-side, we’ll help you activate it – that’s why brands like Appfire, Amplitude, Envoy, and UKG trust us.

Want to discuss a B2B SaaS market research project?


Our B2B SaaS experience includes these and much more:

  • Customer Relationship Management (CRM) software
  • Enterprise Resource Planning (ERP) software
  • Accounting
  • Productivity tools
  • Storage and file sharing
  • Communication tools
  • Martech
  • Workforce and resource management
  • Human Capital Management
  • Supply Chain Management
  • Hybrid cloud computing
  • Public and private cloud services
  • Marketplaces
  • Data and analytics tools
  • Fintech and payments
  • AI software solutions

We’re really good at helping B2B brands grow. Our global SaaS market research has three guiding principles:


Immerse. Fully.

SaaS solutions and routes to market are often complex. To make the research useful, we need to fully understand your business.

After all, you can’t suggest changes to a strategy if you don’t know the original one. At the start of every project, we spend lots of time getting to know what makes you tick.


Find the ‘job-to-be-done.’

Too much SaaS market research is sprawling and vague. It’s hard to make real decisions with shoddy data (even if it’s embedded in hundreds of impressive-looking slides).

We use the Jobs-to-be-Done (JTBD) framework to get more accurate answers. Hone your value proposition; refine your messaging; complete the buyer’s journey. 


Look beyond HiPPOs.

Many SaaS market research projects over-emphasize the ‘Highest-Paid Person’s Opinion’ like CIOs or CEOs. But that’s often missing the critical decision-maker. 

Often, HiPPOs are approvers – their direct reports are far more influential in the purchase decision for a SaaS solution. Our market research speaks to the people who really matter. So you can too.

Got questions?



How does Adience help SaaS companies?

We support your business and research objectives by finding accurate answers to your questions. There are lots of opportunities, thanks to the global SaaS market size driven by business-oriented SaaS platforms. But it’s a competitive landscape, with innovative SaaS platform software looking to disrupt the status quo. Our market research and recommendations can help your SaaS platform differentiate and grow.

Which methodologies does Adience use for SaaS market analysis?

We use a wide range of research methodologies and smart tools. We do quantitative and qualitative primary research, and secondary research. Surveys, interviews, online focus groups, you name it. But we tailor projects to your needs, choosing the right methods for your business and research objectives first and foremost. Then we use consultancy techniques to turn insights into action and real change for your brand.

What does Adience specialize in?

We live and breathe B2B research to help our clients make informed decisions. We don’t do B2C research at all – we leave that to the traditional marketing research agencies. We speak to genuine, senior B2B decision-makers to get the answers you need.

Who is Adience for?

Anyone working in B2B industries, from niche startups to global technology companies and everyone in between, including both private and public sector organizations. No matter your objectives, our extensive range of services has you covered – whether you want product development research, customer satisfaction research, or anything else.

Which countries does Adience cover?

Our UK and US-based consultants are supported by a network of top-tier global partners, including experienced local market qualitative researchers. We go the extra mile, so you can make informed decisions for the markets you’re targeting.