Case Study – Limiting Customer Churn: Using IDIs to Boost Retention
Is your SaaS solution struggling with customer churn? Here we'll reveal how we leveraged In-Depth Interviews (IDIs) to unveil the root causes of their churn.
Case Study – When Your Product-Services Mix Changes: It’s Time For New Messaging
Expanding your product and service portfolio to include professional services can be a daunting task. Here's how to ensure that your messaging framework resonates with your key personas.
ICP Research: Transforming Market Mirages into Real Opportunities
ICP research reveals your most profitable market opportunities, sharpening your focus for maximum sales and product success.
SaaS Win-Loss Analysis: Key Questions to Ask to Unlock Growth
These are the key questions that every SaaS win-loss analysis should ask to unlock big opportunities.
SaaS Churn: 5 Reasons Why Your Customers Are Leaving
These are the top 5 reasons why we see SaaS customers churn – and what you can do to turn things around.
B2B Market Research
Focused on B2B Tech Actionable Findings
Case Study – A Plethora of Personas: Using B2B Research to Focus on Who Matters
Imagine if your team had identified over ten different personas who played a role in the buyer's journey. Here's how we conducted IDIs to identify the most relevant persona types our client should target and those they should deprioritize.
SaaS Go-To-Market Strategy: The Crucial Role of Research
SaaS go-to-market research is the crucial element that builds a GTM strategy built on certainty – not guesswork.
B2B Quantitative Research: Designing High-Impact Surveys
In a B2B quantitative research survey, these specific question types can make for a challenging analysis phase.
Case Study – Look Before You Launch: Messaging, Packaging, and Pricing Research
Here's how we conducted focus groups with key buyer personas to determine the best tactics for bringing a SaaS solution to market.
SaaS Buyer Personas: DIY or Agency-Assisted?
Marketers who develop their own SaaS buyer personas should be prepared to navigate a series of obstacles that compromise the quality and accuracy of their personas over time.
Case Study – Quantitative Benchmarking for Gauging Open Source Investment Impact
Here's how we used quantitative studies to establish a clear benchmark for our client's engagement with the open source community.
B2B Qualitative Research: The Power of Follow-Up Questions
Follow-up questions are indispensable in B2B qualitative research. These are the top tactics that we employ to ensure that we gather quality responses.
Case Study – How to Use B2B Message Testing to Drive Leads and Sales
Here's how we used message testing to help our client understand what messages would resonate best with B2B customers.
Case Study – How to Leverage B2B Research for Impactful Thought Leadership
Here's how we used B2B research to help a client develop impactful thought leadership content.
Case Study – Launching a New Product With Buyer Persona Research
Here's how one of our clients used buyer persona research to reveal the marketing and sales approaches that aligned well with an online sales approach.
Case Study – How to use B2B Buyer Personas to Persuade Decision Makers
Here's how one of our clients was able to gain approval from all members of the B2B buying committee with buyer persona research.
The Secret to B2B Sales Messaging Success: Marketing-Sales Synergy
Integrating sales expertise is essential for effective B2B messaging. Here's how marketers can harness the strength of their sales teams.
Offsite 2023
We like remote work. We like to have fun together, too — so once a year we get together for a 3-day company retreat in Oregon.
Video: Top 5 Types of B2B Market Research
We often get the question: what are the most popular kinds of B2B market research projects? Here's our answer.
Why SaaS Companies Need Market Research
SaaS companies require specialized B2B market research partners that understand their unique challenges. The following case studies illustrate exactly how we’ve managed to meet those needs.
Video: Cascade Insights Company History – What We Don’t Do
Services firms need to be able to say where they provide value and where they don't. This is our story of how we came up with that answer.
B2B Thought Leadership: Tough Times Call for a Second Opinion
B2B thought leadership is more important than ever during a tough economic period. These are our five tips for creating great thought leadership content during a downturn.
Video: Expert Networks vs. Panel Providers for B2B Research Studies
Expert networks are a fast-moving new industry that comes with both risks and rewards. These are the potential benefits B2B companies could gain – or what risks they might face – by working with expert networks.
Video: B2B vs. B2C Market Research – Key Project Differences
Almost every aspect of a B2B product is different from B2C. Here’s how those differences result in different strategies and approaches when conducting B2B market research.
4 Market Research Studies Every Biotech Startup Needs
B2B market research helps biotech startups get buy-in from investors with insights that help plan for a successful launch and sustained success.
Video: B2B Market Research Recruitment – Right People, Right Questions™
Here are the best ways to recruit the best participants for a B2B research study – and how to get the most valuable info from them.
4 Ways B2B Buyer Persona Research Supports the Sales Process
Just as actors rely on their script to perform well in a movie, sales people rely on B2B buyer persona knowledge to understand buyers throughout the sales process.
B2B Messaging Frameworks: Grounded by Research, Activated by Marketing
The best messaging frameworks come from research and marketing teams working together. Here’s how to make it happen.
Video: Why B2B Organizations Need Buyer Personas
Buyer personas are table takes for any B2B organization. These are the times when it is particularly crucial for an organization to procure buyer persona research.
3 Types of Market Research to Benefit Healthcare Cybersecurity Startups
Here’s how market research can help a rapidly-expanding healthcare cybersecurity startup grow in the right direction.
Video: How To Activate Your B2B Market Research Recommendations
Strong and compelling recommendations should always be included in market research findings. Here's how to activate them.
B2B Market Research: Exposing the Truth
In an industry where the truth is evolving at a rapid pace, you can trust B2B market research projects to uncover the truth and provide a guide for the future.
Don’t Stop Believin’ in Message Testing
Great B2B messaging, just like a great song, resonates. To resonate with buyers, it’s best to learn from the greatest hits of all time.
Video: B2B Market Research Firms – We Deliver Bad News to Good People
Our unofficial saying around here is, "We deliver bad news to good people". Here's why.
Panel Providers Vs. Expert Networks: Who Gives the Highest Quality Respondents?
Research vendors should field surveys with high-quality respondents. But as we have discovered, that’s not always the case. Our investigative journey digs into the issues we found with some vendors and how we made those discoveries.
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Pump Up Your Partnership: 9 Questions for Your Channel
Cascade Insights presents a series of questions designed to help companies better understand their partners and improve their B2B channel strategy.
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In-Depth Interviews: The Answer To ‘None of The Above’
In-depth interviews (IDIs) are basically the Leatherman of B2B market research. They can reveal the context you weren't even aware of.
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Will Market Research Jobs Survive the Artificial Intelligence Revolution?
Human brilliance was once essential to professions. AI is about to change that. But "The Future of the Professions" gives hope for staying relevant.
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B2B Market Research: 3 Steps to Recruiting a Superb Sample
When it comes to B2B studies, having the right people is just as important as asking the right questions. How to do B2B market research recruiting right.
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Big Data Ethics: Math Responsibly
Big data can be used to create a powerful supporting argument for nearly anything. It has never been more important to use math responsibly.
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How Good Researchers Give Bad News
Good B2B market research is designed to illuminate areas that could use some work. Here's our approach to delivering bad news in a constructive way.
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You Can’t Always Have Quant With Your Qual
Smaller populations & insufficient samples often plague B2B quantitative research. Qualitative B2B research may actually give you more valuable information.
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Are You Shouting Into The Void? Market Research Lessons For Marketing
What we learned when we market researched ourselves... and how it sharpened our B2B marketing strategy.
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The Future of Connected Health
On the B2B Revealed show, Dr. Joe Kvedar shares why the Healthspan is so much shorter than the Lifespan and why the future for Connected Health is bright.
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B2B Brand Research: Don’t Skip the Qual
B2B brand research requires a specifically B2B approach and upfront qualitative research before surveying larger samples of B2B buyers.
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Win-Loss Analysis: Is Your Sales Team Set Up To Succeed?
With our B2B win-loss analysis research experience, we have found that simple adjustments to your sales team can result in improved win rates.
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Hero’s Quest: The B2B Buyer’s Journey
Improve the B2B buyer's journey: flip the funnel, up your LinkedIn ad game, get customer feedback, leverage influencers, & more.
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B2B Quant: Not Your Average Survey
Recruiting for B2B quantitative research works differently than in B2C. B2B personas change relevant roles and responsibilities far more frequently.
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B2B Focus Groups: Aim for Alchemy, Avoid Anarchy
B2B focus group moderators need a solid understanding of both the business and technical context in order to effectively gain insight from participants.
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The Answer is Still No
Having a key account take up more than 20 percent of your P/L is business suicide. Key account management means being tough. Just say no.
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B2B Market Segmentation Research: Real Buyers vs. Imaginary Friends
Are you building solutions for an imaginary buyer? This happens all too often. Take the guesswork out of your B2B market segmentation strategy.
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Don’t GTM Before You’re Ready (Ignore The True Believers)
You need customer input to understand where the opportunities are (and where they aren’t) when crafting your GTM strategy.
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B2B Buyer Personas: Delete the Fluff
Too often, B2B buyer personas rely on obvious or irrelevant info. Instead, they should give real insight into key buying criteria and the buyer's journey.
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How Do Customers Really Feel About Your Product? B2B Longitudinal Research
B2B longitudinal research reveals customers’ unfiltered views about the experience of interacting with your product or service.
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Online Research Communities: Observe the B2B Buyer in their Natural Habitat
Get real-time customer reactions and capture the big picture with Online Research Communities.
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5 Clues It’s Time for Brand Research
Which of your business problems are being caused by customer brand perception? Learn the signs it’s time for brand research.
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Nearly 80% of Business Activity Is Disrupted By Coronavirus
Coronavirus is disrupting business operations regardless of industry and company size - and is particularly impacting leadership roles. See more data on how the pandemic is impacting business.
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COVID-19: The End of the Beginning
13.5% of respondents saw an increase in business activity – 4x better than the last time we fielded the survey.
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5 Clues Your Product Team Needs B2B Jobs-To-Be-Done Research
Are you focusing on the features that buyers will actually use- not just what they say they want? B2B Jobs-To-Be-Done Research can help.