B2B SaaS research
The people
behind the deal.
Interview buyers, admins and end users, verified by role and company. Win-loss, onboarding and roadmap research, results within a day.
In B2B, the person who buys, the person who sets it up and the person who uses it want different things.
B2B SaaS user research with verified professionals: B2B customer interviews, buyer research on how decisions are made, and win-loss interviews with the people who chose you or didn't.
Studies teams run
From pipeline
to renewal.
Win-loss
Why deals closed or slipped, from the buyer, within days.
Onboarding
Where admins and new users stall in the first week.
Roadmap
Which problems are worth solving next, ranked by the people who have them.
Pricing and packaging
Which tier structure buyers expect. Pricing research →
Example study
What a study looks like.
“Why are we losing mid-market deals to one competitor?”
- Who
- 25 buyers from lost and won mid-market deals in the last quarter
- Method
- AI interviews with role verification
- Timing
- Two days
What came back
Security review took three weeks longer with us.Named by 11 of 14 lost buyers
Buyers never saw our admin controls in the demo.The feature that won the deals we did win
Our pricing page read as enterprise-only.Small teams self-disqualified
Illustrative example based on typical studies.
Keep exploring
Related: Voice of customer, Usability testing and Pricing research.
About B2B research.
How do you recruit B2B participants?
By job title, seniority, function, company size, industry and the tools they use, with verification of role. You can also invite your own customers and prospects.
What is win-loss research?
Interviews with buyers after a decision, whether they chose you or not, to learn what drove the decision. Cookiy runs them within days of the outcome.
Can you interview admins and end users separately?
Yes. Recruit and compare the buyer, the admin who sets it up and the people who use it daily.
Which B2B questions do teams bring?
Win-loss, onboarding friction, feature prioritisation, pricing and packaging, category and competitor perception.
How do I protect confidential roadmap material?
Show stimulus inside the interview only, with participant agreements and SOC 2 Type II controls on all recordings.
Hear from buyers
before the next quarter.
Free to start. No credit card. Video on this site is licensed stock footage of real people.