According to research from Gartner, worldwide end-user spending on software-as-a-service (SaaS) will reach $176.6 billion in 2022 and grow by another 18% next year to $208.1 billion. B2B SaaS makes up a significant part of this market: BMC states that 99% of organisations now use one or more SaaS solutions and BetterCloud’s annual survey of IT and security professionals found that the average organisation now uses 110 SaaS apps, up from 80 apps last year.
In a rapidly expanding but increasingly crowded market like B2B SaaS, market research is critical for suppliers that want to scale. The faster your company can determine which potential customers to target and identify the best features your team can build for them, the more likely you are to find your product-market fit and the better your chances of outflanking your competition.
So how do you conduct your research in SaaS? When should you start? Do you know what questions to ask?