ViB Research Services


ViB Research Solutions:

  • State of the Industry: – Credible Vendor-Neutral Surveys – Thought Leadership, Demand Gen
  • Market Intelligence: – Decision Quality Intelligence to confidently determine / focus on highest ROI Marketing, Solutions & Strategy Initiatives 
  • Win-Loss Analysis – Understand precisely why you win, why you lose, against who, under what circumstances, in order to increase win rates
We have designed our programs to bring the capabilities of high-end surveys previously only affordable by large companies igh precision programs are executed is as little 6 weeks.  We come to the table with an understanding of your industry, your positioning, and professional quality survey expertise.

Industry Challenges / State of Industry 

Helps IT decision makers and staff advocate for the solutions (yours) they need to be successful.

Easy to Create Compelling Content | Affordable | Ultra Low Client Effort | Precision Targeting | Diverse IT Domain Expertise | Vendor Neutral Third Party for Highest Credibility

This program is great for increasing awareness, separating from the pack, and creating a wide variety of compelling demand gen content in many formats. Must-read reports, webinars, blog posts, industry presentations, press releases, media articles, board presentations and more.

We provide the results of our research in a package of easy to curate from professional charts, data, quotes and insights.  Ask us about our 4 step process for producing great reports yourself from your own ViB Survey Content Kit.

We’ll come to a kickoff call with what you’ll find to be an impressive understanding of your business, and design and execute great programs in about 6 weeks from start to finish. About 90% of the effort is on our side, and the program is ultra-affordable.

Our customers repeatedly tell us that content generated from ViB surveys are their first or second highest performing content, 2nd only to Gartner in many cases.

Private Market Intelligence / Brand Research

“Decision Quality” Intelligence to identify and confidently focus your marketing, product and sales investments on highest success initiatives

Awareness | Perception | Familiarity Relevancy
Buyer Behavior | Capabilities Features | Decision Criteria | Brand Promises | Usage | Consideration
You | Your Competitors | Competitive Analysis


This program is used by companies from startups to $20B+ clients to identify, and create the certainty required to confidently invest on the highest return initiatives.  It’s typically purchased by Marketing, and makes marketing a hero with product management, sales, strategy, and competitive intelligence groups when they share stakeholder relevant insights.

  • Awareness is fundamental for inclusion into consideration set.  Start by understanding how aware your target personas are of you and your key competitors (unaided recall, aided awareness, and depth of awareness)
  • Perception is fundamental to getting selected.  Understand how you / they are perceived in all important dimensions, and make adjustments based on the results.
  • Relevancy is just fundamental.  You need an accurate understanding of what is relevant, irrelevant and relevancy trends to not over-focus or under-focus on those things
  • Competitive strengths / weaknesses.  To gain an edge you need accurate intelligence to exploit competitive weaknesses, accentuate your strengths, and defend against areas requiring improvement.

High Precision  – Advanced survey best practices in targeting,  question development, QC, in-survey behavior monitoring, and analysis.

Easy to assimilate, and act upon –results are delivered jargon free, in an easy to understand and an act upon manner requiring no knowledge of statistics / other analysis methods. Most actions are undertaken within the marketing organization.


“We’ve seen plenty of research that highlights the unending growth in security alerts, a widening cyber security skills gap, and the ensuing fatigue that is heaped upon understaffed security teams.  We conducted this study with ViB to dig deeper into these issues and find out how SOAR tools can leverage their unique position in the security landscape to solve these pressing problems.”           Rishi Bhargava, Co-Founder and VP-Marketing, Demisto. (Acquired 2019 by Palo Alto Networks)

Survey & Research Programs – Learn More

Our affordable, high precision programs are executed is as little 6 weeks.  We come to the table with an understanding of your industry, your positioning, and professional quality survey expertise.

Let’s schedule time to show how our amazing customers “Illuminate” reports, press releases, infographics, social and blog posts, sales and investor slide decks and web pages with our survey deliverables.  Ask us about a 4 step process for being amazing too.

VIB was recommended to us by Demisto as a research company they had partnered with very successfully on a similar research project to one we were looking to embark on. We spoke to a number of other companies, but after our initial call with Tom and Sean, we were comfortable that VIB had the in-depth domain knowledge and experience we were looking for and would deliver what we wanted. And that proved to be a great decision. Tom was fantastic to work with: very collaborative, totally understood our objectives and invariably gave extremely insightful advice. The end result was a valuable piece of research that has formed the basis of a strong, thought-leadership report and will continue to provide fodder for further thought-leadership content as well as supporting our marketing efforts. The research has also given us great insight into our target market’s needs, preferences and buying behavior. I highly recommend Tom and the VIB team and look forward to continuing to work with them in the future.”        Mark Evans – VP Marketing, Endace

Win-Loss Analysis Program 

Understand precisely why you win, why you lose, against who, under what circumstances, in order to increase win rates

A better approach | Less than half the cost  | More accurate
More easily actionable | Low client time & effort
No cultural change or executive oversight required | Most actions can be taken by Marketing

What is more important than winning more business?   Win-Loss has always been a great idea, but a new approach is needed.  Most traditional (qualitative interview-style) programs, despite best intentions and preparation deliver so-so results at best, and cause friction with sales organizations.

ViB’s high frequency, quantitative “Always on” approach provides much more affordable, accurate, and inherently more actionable results. The program allows you to track and improve win-rates. You provide us a few very easy to export CRM opportunity fields for Wins and Losses and we do the rest. Your results are continually updated on a very easy to navigate, no software required interface.  Easy to filter by who you are competing against, each unique decision criteria, deal size, wins, losses and demographics.  Allows you to precisely identify why you win, and why you lose, under what circumstances, and what to do about it.