Business Goal
This research project was a multi-market mixed-method study conducted in India, Singapore, the United Kingdom, and the United States, designed to explore how medium to large enterprises select software providers.
The business goal was to understand the end-to-end decision-making process, key use cases and pain points, pricing considerations, and the unique market drivers and barriers—both attitudinal and regulatory—that influence adoption.
Markets
India (IN)
Singapore (SG)
United Kingdom (UK)
United States (US)
Methods
The study combined qualitative 1:1 interviews with decision-makers, conducted online, with a quantitative survey to validate and scale insights.
Insights
Insights from this study provided a comprehensive understanding of enterprise decision maker journeys and their software purchase criteria, helping inform product positioning, go-to-market strategies, and localized messaging.
