Existing Users First
Recruiting from your own product is faster and more relevant than any panel.
SaaS UX Research
SaaS UX Research With the Users You Already Have
A SaaS product has something most projects do not: a population of people using it right now, whose behaviour is recorded and who can be contacted. SaaS UX research exploits that — continuous, in-product, aimed at what to build next and why people leave, rather than the one-off discovery study that happens before a product exists.
We Research With Real Users, Continuously
A one-off study answers the questions you had that quarter. A running practice answers them as they arise.
Behaviour Plus Interview
Usage data locates the question; conversation answers it.
Churn Interviews
The most informative conversations available and the least often held.
Feature Validation
Before building, on something people can react to.
Findings That Reach the Roadmap
Research that nobody acts on is a cost.
SaaS Research, Explained
What Questions Does It Answer?
Four, and all four are about a product that already exists.
Discuss Your Research →- 1
Why Do People Leave?
Answered by asking them, which almost nobody does.
- 2
What Should We Build?
From observed friction rather than from feature requests.
- 3
Does This Work?
Validating a concept before it is built.
- 4
Who Actually Uses It?
Which frequently differs from who it was designed for.
What SaaS Research Covers
A running practice rather than a one-off study.
Pre-build discovery for new products is covered by UX research.
How We Run SaaS Research
Establish a cadence rather than a project. The value is in continuity.
Set the Questions
What the team needs to know this quarter.
Recruit From the Product
Real users, segmented by behaviour.
Combine Data and Conversation
Usage to locate, interview to explain.
Report Small and Often
Findings while they are still actionable.
Keep It Running
A cadence, not a study.
Churn
Why Nobody Interviews Churned Users
It is the most informative conversation available and the most uncomfortable to arrange.
What do churn interviews produce?
Specific, unflattering, actionable reasons. Not "it was too expensive" — which is what a cancellation form collects — but the workflow it never supported, the integration that was missing, the report they had to build by hand every month.
Cancellation surveys collect a category. A conversation two weeks later collects the story, and the story is what tells you whether it was fixable.
People are generally willing to explain, particularly if they liked the product and left for a specific reason. The barrier is almost entirely that nobody wants to make the call.
Why do feature requests mislead?
Because users describe solutions rather than problems, and the solution they name is shaped by whatever software they used previously.
A request for a particular kind of export is usually a symptom of something upstream — a report that cannot be read in the product, a workflow that lives in a spreadsheet.
Building the requested feature satisfies the request and leaves the underlying problem intact. Asking what they were trying to do, before building, is the difference.
Questions,answered.
SaaS UX research is continuous research with existing product users — usage analysis, interviews, churn conversations and concept validation — aimed at what to build next rather than pre-build discovery.
General UX research is usually discovery before something is built. This works with a live product and a population of users whose behaviour is already recorded.
Yes, and almost nobody does. A cancellation form collects a category; a conversation two weeks later collects the story, which is what tells you whether the reason was fixable.
Not directly. Users describe solutions shaped by software they used before. Asking what they were trying to do usually reveals a different and more general problem.
On a cadence rather than as a project. A running practice answers questions as they arise; a one-off study answers the questions someone had that quarter.
Still deciding if saas ux research is right for you?
Talk to UsThe Cancellation Form Said "Too Expensive"
Every SaaS product collects a reason at cancellation, from a dropdown with five options. The most selected is usually price, and it gets reported as a pricing problem.
Price is what people select when the real reason is longer than a dropdown allows: the workflow that never quite fitted, the report rebuilt by hand each month, the integration that was promised and never arrived.
A phone call two weeks later gets all of that in fifteen minutes. It is the highest-value conversation available to a SaaS company, and it is avoided because nobody wants to ring someone who just left.
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