Understand your market. Find the opportunity.
Market Intelligence Competitive Intelligence Customer & Buyer ResearchDecide where to compete, and how.
Growth Strategy Product & Service Strategy Market Entry & Go-to-Market Positioning & Messaging Marketing StrategyTurn the plan into demand and revenue.
Advertising Services Lead Generation SEO, AEO & Content Thought Leadership Sales EnablementBe visible. Be efficient. Stay ahead.
Visibility Audit AI Search Optimization Intelligence Layer AutomationNot sure where to start?
Find out what your buyers see, where you stand, and the biggest opportunities to grow. About 3 minutes.
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Book a call →B2B purchases are rarely decided by one person or based on one factor. Organizational priorities, stakeholder needs, perceived risk, internal approval and experience with your company all influence whether buyers act. We bring together direct customer and buyer perspectives with sales, CRM, search and marketing evidence to show what drives demand, how decisions are made, where barriers arise and what it means for growth.
What are buyers trying to achieve, what prompts them to act and which groups matter most?
We identify the problems, priorities and events that create demand, the outcomes buyers are seeking and the language they use to describe them. We also segment customers and buyers by their needs, behaviours, circumstances or commercial potential to help determine which groups to prioritize.
Who is involved, what matters to them and how do they choose?
We examine the stages, stakeholders, decision criteria and information sources involved in a purchase. The research also identifies concerns, perceived risks and internal obstacles that delay decisions or prevent buyers from moving forward.
How do customers and buyers see your company, and what would make it more relevant?
We explore how customers and buyers perceive your company, offering and relationship, including what they value, where expectations are not being met and what could strengthen retention and growth.
We can also test how buyers understand and respond to your value proposition, positioning, claims and messages before they are taken to market.
Customer and buyer research starts with the decision the findings need to support. The process typically includes:
We use AI to support parts of the research process, but experienced researchers design the work, validate the evidence and interpret what it means. The findings and recommendations are developed by people, not generated by AI.
Defined research with an agreed scope and deliverables, either one-off or ongoing.
We hold a role rather than a fixed scope. We can act as the customer and buyer research capability you do not have internally or take on specific responsibilities alongside your existing team.
We help companies establish, transform or strengthen integrated market, competitive and client intelligence programs, including their strategy, operating model, processes, people, technology and culture.
Variant1 brings together experience in global client intelligence and customer and buyer research across product, service, growth and marketing decisions. This includes client-intelligence work at KPMG; research into buyer and partner needs, use cases, decision criteria and selection processes; and primary research with customers, partners and other stakeholders to inform market entry, business cases and program development.
Our agency and in-house growth experience adds the ability to examine sales, CRM, search, campaign, social and customer data alongside direct research. This allows us to connect what customers and buyers say with how they behave, then translate the findings into commercial insights.
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Customer and buyer research can support product and service strategy, market entry, positioning and messaging, marketing strategy, sales and customer growth. When the decision also requires a broader understanding of the market or competitors, we draw on our Market Intelligence and Competitive Intelligence services.
The same team can take the findings into commercial strategy and into the marketing that puts it into action.