In partnership with Starts Consulting
B2B market research
Before you launch a product, enter a new country or respond to a competitor, you need facts, not gut feeling. In 2 to 4 weeks, we analyse your market, your competitors and what your customers actually expect, then turn it into a positioning your team can put to work.
When do you need market research?
- “We’re losing deals on price.”It’s rarely the price. When a more expensive competitor is winning market share, it has managed to get its value across in a way you haven’t yet.
- “Our product is better.”It may well be. But if your prospects can’t see it, it doesn’t count. The question isn’t what your product does best, it’s what your market values.
- “Our customers keep asking for this feature.”Your current customers aren’t your whole market. Before you invest, you need to know whether the demand goes beyond the people asking for it.
- “It works in France, so it’ll work in the UK.”Your positioning was built for one market. A new country means different competitors, different prices and different expectations, and often a value proposition that needs rethinking.
- “We know our customers well.”You know the ones who chose you. The ones who chose a competitor usually have more to teach you.
What we analyse
What the market offers: how can you stand out?
We compare your offer with your competitors’ across four areas: product, price, distribution and communication. You see where you’re genuinely different, and where you’re not.
What the market wants: who buys, and why?
Market size in volume and value, buyers’ needs and frustrations, and segmentation by industry and buyer profile. You know where the demand is, and which segments to go after first.
Where to position yourself: what should you say?
We define your positioning (product, price, distribution, communication) and your value proposition for each target. Your team leaves with messages it can use straight away.
The research can cover one country or several.
Example: the market nobody had considered
- The starting point
- A mid-sized UK accessibility solutions company wanted to expand into France or the US, two countries where it already had customers. But in both, the market leaders held around 85% of the market on long contracts, and its solution wasn’t cheaper.
- What we did
- We looked beyond the two obvious options and compared France, the US and Canada: demand, public investment, competition, regulatory requirements and the company’s ability to operate there.
- What we found
- Ontario was preparing major investment in accessibility, the dominant competitors weren’t established there yet, and the company already had customers through its parent group. The best market wasn’t the one the team knew.
- What came next
- A full market-entry plan: which product adaptations to prioritise, which segments and early customers to target, the positioning, the partners, and the order of commercial actions before investing further.
How it works
Scoping
Together we define the decision to be made (launch, expand, reposition), the markets to study and the competitors to analyse.
Analysis
Desk research, market data, competitor benchmarking, and conversations with customers or prospects where it makes sense.
Debrief
We present the findings to your team, with our recommendations and the messages to carry forward.
Timeline: 2 weeks to a month, depending on the number of markets.
What you get
- A full PDF report: competitive analysis, market sizing, segmentation and recommendations.
- A PowerPoint deck to share the findings with your team and leadership.
- Your positioning and key messages, by target.
- A debrief session with your team.
FAQ
How much does market research cost?
It depends on the number of countries and how deep the analysis goes. We’ll send you a detailed proposal after a first call.
Why not do it in-house?
Your team knows your product better than anyone, which is exactly what makes it hard to look at the market neutrally. Outside research shows you what you no longer see.
What happens after the research?
The findings feed straight into your marketing strategy. I can then work with your team to put it into practice. See marketing strategy →
Can you cover several countries?
Yes. The research can cover one or several markets, in France and internationally.
A market decision to make?
A 30-minute call to talk it through and see whether market research is the right answer.