What is technology market research?

Technology market research is the gathering, analysing, and interpreting of data related to the technology industry. It involves studying market trends, consumer behaviours, emerging technologies, competitors, and other factors that impact the technology market to provide tech companies with insights that will help them make strategic decisions.

How does STRAT7 leverage data analytics and AI for technology insights?

We seamlessly integrate AI into our tech industry solutions to deliver strategies that help you get closer to your customers in faster, smarter ways. Our proprietary AI toolkit helps us analyse and act on the perspectives that make a difference – so you can translate user feedback into real results.

What key challenges do technology companies face that market research can address?

Technology companies face two primary challenges: rapid technological advancement and evolving consumer preferences. Rapid technological advancements make it hard for companies to keep up with the latest trends and innovations, risking product obsolescence. Evolving consumer preferences require companies to stay ahead of the curve by understanding and adapting to changing needs and behaviours. Market research helps companies identify emerging trends, target the right audiences, and tailor their products and services to meet changing customer demands.

What methodologies does STRAT7 use for technology market research?

We employ a diverse range of methodologies for our technology market research, pairing traditional methods like surveys, questionnaires, interviews and insight communities with advanced methodologies like AI-powered analytics, large-scale data scraping, sentiment analysis and predictive analytics.

What types of technology organisations does STRAT7 work with?

We can work with companies from any area of the technology industry, and have helped brands from all regions of the world and industry sectors. Past clients include Lenovo, Electrolux, Deliveroo, Just Eat, Brother, Heinz, Spotify, Facebook and Twitter.

How does STRAT7 ensure data security and compliance in technology research?

STRAT7 distinguishes itself in the technology market research sector by leveraging a unique blend of human expertise and advanced technology. Our integrated ecosystem of experts and proprietary AI-driven technology, allows us to provide real-time insights into changing customer behaviour.

Technology

You know what your users do. We help you understand why.

You probably know how people use your products and how that changes over time. The harder part is understanding why they chose you, what limits the value they get and why some leave.

We help you find those answers, so you can make better decisions about positioning, adoption and growth.

What's changing

Features alone are no longer enough.

Standing out is getting harder

When products offer similar features, brand and positioning give people a clearer reason to choose you.

Winning customers is only the start

Growth also comes from helping customers get more value from the product and giving them reasons to stay.

AI is raising the stakes for trust

As AI becomes part of more products, technology companies need to know when people find it useful, when it feels intrusive and what makes them trust it.

Connect product data with what matters to people

We bring the data you already have together with what people need, value and expect.

Understand what drives behaviour

Explore the motivations, values and cultural context behind what people do.

See where to focus

Use that to see what needs attention, whether that’s the product, its positioning or the wider customer experience.

Give teams a clear direction

Give product, marketing and leadership a shared starting point for what comes next.

Across the technology sector

Enterprise software and workplace tools

See what buyers, users and IT teams need from your products, and where complexity is making adoption harder.

Consumer platforms and creator tools

Find out what different audiences value, what keeps them engaged and how identity, culture and community shape what they do.

Hardware and device brands

See the whole customer experience, from setup and software to service and support, and find new ways to add value beyond the device.

AI products and platforms

Find the use cases customers value, what holds adoption back and how to build a distinctive position as new categories take shape.

How we help technology businesses grow.

From understanding your audience to shaping products, brands and experiences that stay relevant, we bring together the expertise your challenge needs.

Audience segmentation and understanding

Identify what different audiences need and what motivates them, so product and marketing teams can serve them better.

Brand strategy and health tracking

Track how your brand is seen and what drives choice, then use that to strengthen what sets you apart.

Customer experience and adoption

See what helps customers adopt your product and keep getting value from it.

Cultural strategy and trends

Spot changes in attitudes and behaviour early, and work out what they mean for your products and brand.

Innovation and product development

Test whether an idea meets a real need and uncover any barriers before you commit.

Insight communities

Keep a direct, ongoing line to your users and respond as their needs and expectations change.

AI-powered insight

Use Nucleus to ask questions of the insight, data and knowledge you already have, find patterns across different sources and see where the gaps are.

Technology insight in practice

Segmentation

Finding new high-value audiences through one connected view of the market

A global technology manufacturer had separate segmentations for PC buyers, gamers and creators. It needed one connected view of the market that could reveal the overlaps between them and the commercial opportunities those overlaps were hiding.

01 Connect the audience

We interviewed more than 50 people across the business, then replaced three disconnected studies with one survey covering PC use, gaming and creating.

02 Reveal the hidden opportunities

We surveyed 22,500 computer owners across nine countries, supported by 700,000 web verbatims and more than 100 rounds of analysis. The work showed that 20% of PC owners both game and create, while also uncovering a valuable group of premium buyers outside both audiences.

03 Put one segmentation to work

We brought the segments to life through 60 in-depth interviews and nine short films, then created typing tools and country-level cuts so teams could use the same groups in future studies. The client has since prioritised previously overlooked audiences, sharpened its messaging and commissioned its next segmentation to connect with this one.

Product Positioning

Turning customer language into sharper product positioning

A global software company wanted to strengthen how it positioned its core products in EMEA. To do that, it needed to understand not just how small business owners used the software, but what it helped them achieve and how that made them feel.

01 Hear how customers describe value

We analysed thousands of reviews, social posts and blog conversations for the client’s products and key competitors across three markets, alongside desk research and expert interviews.

02 Move from use case to emotional benefit

AI-powered topic modelling helped uncover the themes behind how people used each product, then ladder those functional benefits up to what they meant emotionally. Saving time, for example, meant having more space to solve complex business problems.

03 Sharpen positioning against competitors

We sized key use cases by sentiment and benchmarked them against competitors, revealing where each product could stand out. The result was clearer positioning and messaging for each market, grounded in the language customers themselves were already using.

Trusted by

Why technology teams choose STRAT7

Less time explaining your market

From adoption and retention to brand trust, we’re familiar with the pressures technology businesses face. So you spend less time bringing us up to speed and more time on your specific challenge.

Specialists who work as one team

At each stage, we draw on the right expertise from across STRAT7. You brief us once and get one joined-up answer, without having to manage separate agencies.

AI built for insight

Nucleus, our intelligence platform, connects your existing research, data and knowledge. It helps our teams answer questions faster and build on what you know before any new research starts.

Talk to our technology team

Looking to improve adoption, attract new customers or help existing customers get more value from your product? Tell us what you’re working through and we’ll bring in the people who can help.

Pranay Jeyachandran

Kate Scott

STRAT7

How we work

Understand