Information Technology & SaaS · Ethnographic Research

Ethnographic Research for the Information Technology & SaaS industry

Observe real behaviour in homes, shops and workplaces across India.

Quick answer

Market Research India offers ethnographic research for Information Technology & SaaS companies in India. Methods include in-home immersions, shop-alongs, diary studies, with fieldwork in 50 cities.

Proposal in 24 hours
Scoped, itemised and fixed-fee.
50 cities, 14 languages
Our own supervised field teams.
Senior-led, NDA-first
A research director on every project.

2,400+

Projects delivered

Cities with field teams

Industries covered

Indian languages

Overview

B2B research for IT services, SaaS and cloud companies selling in India. Ethnographic Research gives information technology & saas teams clear evidence for their decisions.

We design every ethnographic research study around the realities of the information technology & saas market: who buys, who influences the purchase, and how channels work across urban and rural India.

Methods

In-home immersions
Shop-alongs
Diary studies
Video ethnography

Deliverables

Behaviour maps
Video stories
Opportunity areas

Information Technology & SaaS questions this answers

How do Indian SMEs buy software?
Who influences IT purchase decisions?
What is the competitive win rate?

How we work

Our research process

01
Discovery
We turn your business question into clear research objectives.
02
Design
Sampling, method, questionnaire and discussion guides, translated into local languages.
03
Fieldwork
Supervised field teams with GPS, audio and back-check quality control.
04
Analysis
Statistical and thematic analysis by senior researchers.
05
Insight
Board-ready reports, dashboards and workshops with clear recommendations.

Before you brief us

Frequently asked questions

What does ethnographic research cover for the information technology & saas industry?

Typical outputs include behaviour maps, video stories, opportunity areas, built around the questions that matter in information technology & saas.

Which cities can the study cover?

Any combination of our 50 Tier 1 and Tier 2 cities, plus rural clusters where needed.

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Next step

Commission ethnographic research for your information technology & saas business.