Key Buying Criteria Research

Discover where product features and unmet needs intersect.

B2B Buyer's Journey Mapping Services Firm

The Right People for Key
Buying Criteria Research

  • Your current customers.
  • Target customers.
  • Competitors’ customers.
  • Former members of rival sales teams.
The Right Questions

The Right Questions for Key
Buying Criteria Research

  • What jobs do customers want the solution to do?
  • Why are customers searching for a replacement solution?
  • Are any functionalities lacking in customers’ current solution?
  • Which features motivate the decision to buy?
  • Are customers using certain features more than expected?
  • How much did price factor into the sale?
  • Are customers buying multiple solutions from a single vendor?
  • Do customers prefer subscriptions or fixed prices?
  • How do customers measure a successful deployment?
  • Do partners drive decisions to purchase?
  • How often are customers lost to DIY?
  • How frequently do customers choose to do nothing rather than buy a new solution?

Market Research Methodologies

  • In-depth interviews (in-person & online).
  • Focus Groups (in-person & online).
  • Web Surveys.
  • Online research communities.
  • Quantitative studies.
  • Social Media / Online Community Analysis.
  • Longitudinal Research (Communities, Diaries, etc.).
  • Secondary research.

Buying Criteria Research Services

Our B2B tech expertise gives us the context to ask
the right questions of the right people.

Key Buying Criteria Research

Learn what makes B2B buyers buy.

Our key buying criteria research illuminates the complex factors involved in making a B2B purchase. We can uncover how customers evaluate “jobs to be done,” price, favorite features, competing solutions, and more.

B2B Usability Studies

Target better.

Sharpen your product development, marketing, and sales strategies with knowledge of customers’ key buying criteria.

You’ll be able to build products that better suit their needs, highlight how your solution solves their “jobs to be done,” and hone your marketing & sales efforts with messaging that resonates.

Featured Key Buying Criteria Research Content

What It’s Like To Work With Us

Cascade Insights completed some key market research for us to help guide thinking as to our long term strategy for data protection and archive. Their results provided some key insights for us, and have already helped to validate and shape our product line strategy.

– Quantum

I hired Cascade Insights for a project that involved a competitor analysis, CI training, and consultation. No doubt about it – deciding to work with Cascade Insights early in the process of ramping up a new CI function was the single best decision that I could have made.

– Symantec

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