B2B SaaS conversion and activation research
See why interested buyers aren’t converting. Know what to change first.
Parse Research investigates where buyers hesitate, where new users lose momentum and how competitors shape the decision — then turns the evidence into a clear set of priorities.
Decision report
Structure
01
Finding
What the research concluded.
02
Evidence
What supports the finding, and where it came from.
03
Confidence
How strongly the evidence supports it, and what stays uncertain.
04
Priority
Where this sits against everything else found.
05
Next action
What to change, test or investigate next.
Parse Research
Section 1 of 4
Source evidence
Interpretation
Recommendation
Report structure. Findings are not shown until real research has been carried out.
Diagnosis
You can see the drop. The harder part is knowing why.
Analytics can show where performance falls. They do not explain whether the cause is positioning, trust, friction, onboarding, buyer expectations or competitive pressure.
Parse investigates the competing explanations rather than turning assumptions into recommendations.
Three situations Parse is built for
01
Interested buyers reach the product or website but do not convert.
02
People begin trials or onboarding but fail to reach meaningful value.
03
Competitors appear to be winning decisions, but the reason is unclear.
Services
Research for three different decisions.
01
From £1,500
Product Growth Diagnostic
Situation
Interest exists, but buyers stall before purchase.
What the research delivers
Find the strongest evidence behind stalled conversion or growth, and what to change first.
Buyer progression path
Interest
Consideration
Evaluation
Purchase
View service
02
From £2,500
Activation Journey Diagnostic
Situation
People sign up or begin trials but fail to reach meaningful value.
What the research delivers
Find where users lose momentum between sign-up and first value, and why.
Sign-up to value journey
Sign-up
Setup
First action
Meaningful value
View service
03
From £2,000
Competitive Decision Study
Situation
Competitors or alternatives keep winning buyer decisions.
What the research delivers
Understand how buyers compare the options and what that means for positioning or product decisions.
Comparison dimensions
Positioning
Value
Pricing
Experience
View service
The output
A report built to make the next decision easier.
What Parse found.
The evidence behind each finding.
What remains uncertain.
Which issues matter most.
What should happen next.
Contents
01
Overview and the decision in question
02
Executive findings
03
Evidence supporting each finding
04
Prioritisation
05
Recommended next actions and evidence trail
Decision report
Structure
01
Finding
What the research concluded.
02
Evidence
What supports the finding, and where it came from.
03
Confidence
How strongly the evidence supports it, and what stays uncertain.
04
Priority
Where this sits against everything else found.
05
Next action
What to change, test or investigate next.
Parse Research
Section 1 of 4
Decision Report
Evidence Log
Priority View
Appendix
Report structure. Findings are not shown until real research has been carried out.
The research process
From question to recommendation.
01
Define the decision
02
Collect the evidence
03
Test the findings
04
Deliver the report
Evidence standard
You should be able to see why a finding made the report.
Parse keeps source evidence, interpretation and recommendation separate.
Findings show what supports them. Uncertainty stays visible. Unsupported ideas are not presented as conclusions.
Evidence
01
What was observed, recorded or supplied — kept identifiable by source.
Source named
Record kept
Interpretation
02
What the evidence appears to explain, and how strongly it does so.
Strength stated
Alternatives tested
Recommendation
03
What to do about it — stated separately so the reasoning stays checkable.
Linked to a finding
Priority given
Built for teams with a live product and a real decision to make.
B2B SaaS and subscription businesses, usually founder-led, with a product already in the market and paying or trialling users.
Qualification
Two states
Good fit
A live B2B SaaS or subscription product
Real buyers or users to observe
A specific conversion, activation or competitive question
Willingness to follow what the evidence supports
Less useful yet
Pre-launch, with no live journey
No observable buyers or users
Seeking only validation of a predetermined answer
Questions
Before you book a call.
The evidence required depends on the question. It may include access to the product, existing analytics, previous research, customer feedback or other material already available to the business. This is scoped before the research starts.
Have an unresolved conversion or activation question?
Book a 30-minute call to see whether one of the Parse research services fits the problem.