B2B
Software
Theory Intelligence provides B2B software companies and their investors with verified primary research for win-loss analysis, pricing and packaging, category entry and competitive decisions: real buyers and users, identity checked, quoted verbatim, with a signed recommendation and a provenance appendix.
- Win-loss Signal Brief: 6 to 8 verified recent buyers who chose you or a competitor, 10 business days, USD 7,500 to 12,000
- Pricing or packaging Decision Study: 15 to 30 verified buyers and users, 4 to 6 weeks, USD 25,000 to 75,000
- AI product and vendor evaluations with no vendor relationships
- No synthetic buyer personas; every participant is a real, verified decision maker
- Verbatim quotations usable in board and investor materials
Where software research goes wrong
Software companies have more data about their customers than any other kind of business, and still make the biggest decisions on the basis of the least reliable input: what the sales team says about why deals were lost, what a handful of friendly customers say in an advisory board, and what an analyst report built from vendor briefings says about the category. Synthetic persona tools now offer to replace even that with model-generated buyers. Their own vendors' research shows that synthetic respondents cluster around the average answer and miss the tails. Pricing decisions live in the tails.
What we do for software companies
Win-loss
A Signal Brief interviewing six to eight verified recent buyers, including those who chose a competitor, run by a researcher with no stake in the answer. Buyers say things to us they will not say to your sales team. The brief is signed and quotable.
Pricing and packaging
A Decision Study with fifteen to thirty verified buyers and users across segments, testing willingness to pay, packaging logic and the competitive frame. Real people, real budgets, verbatim.
Category entry and competitive response
Before entering an adjacent category or responding to a competitor's move, a Decision Study interviews the buyers in that category and the customers of the competitor. Every participant verified, every claim traceable.
Continuous buyer intelligence
An Intelligence Retainer gives product and go-to-market leaders six to ten verified buyer conversations a month and a signed briefing, replacing the annual survey with a standing line to the market.
AI vendor and product evaluation
Software buyers face a particular problem in 2026: every evaluation of an AI tool is written by someone with a stake in it. Theory has no vendor relationships. An independent AI vendor evaluation interviews verified current users of the tools you are considering, and signs the recommendation.
All work is delivered under The Theory Standard. See services and prices.
Questions from b2b software clients
Can you reach buyers at specific target accounts?
Often, and we tell you at scoping which ones. We recruit directly and verify every participant. We do not pay for access through panels.
Do you interview our own customers?
Yes, with your introduction where useful, and independently where candour matters more. Both are recorded in the provenance appendix.
Can quotations be used in investor materials?
Yes, within the consent terms agreed with participants, which we set up for exactly that purpose.
A b2b software question worth answering properly?
Write to info@theoryintel.com with the decision. A researcher replies within one business day with a fixed price and a start date.
Start a brief