The Top Research Organizations for Your B2B Product Strategy [Updated]

Article by | October 30, 2020 Marketing Strategy

The Article in 60 Seconds

Do you have a clear understanding of who your target audience is and what they want? Understanding these two essentials will empower you to more effectively develop and market products in the B2B tech world.

Understanding those needs requires significant initial and ongoing research to get the most valuable insights for your business.

We’ve pulled together our list of the best resources to support your B2B tech product strategy in these categories:

  • Health IT
  • Fintech
  • Cybersecurity
  • Cross-Industry

Think About This

Do you have a clear understanding of who your target audience is and what they want? Understanding these two essentials will empower you to more effectively develop and market products in the B2B tech world.

You can’t rely on your perspectives alone; this understanding should be rooted in data. With the right data, you can then form a comprehensive strategy to address your audience’s top needs.

Understanding those needs requires significant initial and ongoing research to get the most valuable insights for your business. Thankfully, there are many reputable research firms, associations, and other outlets doing the hard work for you.

Not sure where to start looking? That’s why we’re here. We’ve pulled together our list of the best resources to support your B2B tech product strategy.

Health IT Resources

If you’re a healthcare technology solution provider, you need to understand the top pain points for key stakeholders in provider and payer organizations. Healthcare research firms gather valuable data and insights that can inform your product functionality and end-user priorities.

Below are resources we recommend for your health IT product research.


The American Health Information Management Association (AHIMA) provides knowledge, resources, and tools to advance health information professional practice and standards for the delivery of quality healthcare. Such resources include courses, webinars, assessments, meetings, and publications.

HIM Body of KnowledgeTM

Resources covering key topics, including coding, privacy and security, information governance, health informatics, and more

Journal of AHIMA

Official publication of AHIMA featuring multiple articles published daily, white papers, and resources for patients and caregivers

Virtual Lab

Platform for value-added HIM experiential education featuring multiple software applications and corresponding lab lessons


The College of Health Information Management Executives (CHIME) is a professional organization for CIOs and other senior health IT leaders that enables members to collaborate, exchange ideas, develop professionally, and advocate the effective use of health information management.

CIO Forums

Member-only events twice per year featuring health IT educators and networking opportunities

Healthcare CIO Boot CampTM

Intensive education program for members featuring presentations, small group discussions, case studies, and interactive problem solving

Healthcare’s Most Wired Survey

Program recognizing healthcare organizations that use innovative and disruptive technologies to advance health and care


The Health Information and Management Systems Society (HIMSS) is a global, cause-based not-for-profit organization focused on better health through information and technology. It is one of the largest, most influential healthcare industry organizations, and more than 45,000 health IT professionals attend the HIMSS conference every year. Additionally, HIMSS offers a plethora of educational resources and professional development opportunities for members.

HIMSS Learning Center

the largest health IT online learning platform in the world

HIMSS Innovation Center

an interactive facility for events, open-source community tools, and education

HIMSS Analytics

a global healthcare advisor, providing guidance and market intelligence solutions

Resource Library

podcasts, webinars, publications, and industry research materials



KLAS aims to amplify the voice of healthcare providers and payers through research and insights it shares in exchange for feedback from key stakeholders. It analyzes data to identify key trends and issues, and works with vendor leadership to improve solutions.

Industry Reports

55+ insight-driven reports available each year to payers and providers in exchange for feedback on their experiences

Performance Data

vendor performance data based on user feedback

Arch Collaborative

framework of success to better understand and guide organizations to improve EHR utilization and satisfaction

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Fintech Resources

As fintech continues to permeate the banking industry, these technology vendors need access to data and insights around how their solutions will impact financial institutions. There are several organizations dedicated to garnering this valuable product and industry information, including:



The American Bankers Association (ABA) serves as the united voice of America’s banks, ranging from small to regional to large. The organization provides information, training, staff expertise, and other resources to its bank members.

ABA Banking Journal

Flagship magazine and news site

ABA Benchmarking Programs

Interactive tools and ongoing quarterly programs focused on management issues to help bankers compare their performance to their competitors

ABA Survey Reports

Surveys from banks around key topics, such as lending, consumer banking, operations, risk management, and compensation.

Financial Brand

Financial Brand is a digital publication focused on marketing and strategy issues affecting retail banks and credit unions. In addition to publishing ongoing editorial content, the publication oversees the following educational resources:

Digital Banking Report

Comprehensive reports that combine leadership interviews with in-depth analysis, charts, and case studies on data, digital technologies, innovation, and new competition

Financial Brand Forum

The world’s most elite conference on marketing, customer experience, data analytics, and digital transformation in the banking industry


The Independent Community Bank Association (ICBA) creates an environment where community banks flourish. It offers members national representation, professional development, innovative products/services, and exclusive tools and information.

Bank Director Program

newsletter, online training courses, seminars, and publications


center for cutting-edge financial technology that includes a networking portal, The Venture Center accelerator, and education materials

Independent Banker

award-winning monthly magazine

The Venture Center

The Venture Center offers innovative programs for fintech entrepreneurs and corporations that support sustainable economic growth. Golden Spiral was recently named the official marketing mentor for the organization’s fintech accelerator and will provide hands-on marketing coaching to companies selected for the bi-annual program.


Two 12-week programs (sponsored by FIS and ICBA) featuring a rigorous curriculum, mentorship, and access to hundreds of c-level banking executives

Mentorship program

Nine-month program for professionals looking for career coaching with seasoned professionals

Community events

Workshops and seminars open to the public

Cybersecurity Resources

No matter who you users are, they care about cybersecurity; the risk of data breaches is too high for them to ignore it. That’s why it’s important to be well-informed of the latest trends affecting security issues. Here are a few organizations that specialize in developing cybersecurity research and insights:

Cybersecurity Ventures

Cybersecurity Ventures is a top researcher and Page ONE for the global cyber economy. The organization delivers cyber economic market data, insights, and predictions for CIOs and IT executives, CSOs and CISOs, information security practitioners, cybersecurity company executives, and more.

Cybercrime Magazine

Publication covering annual and quarterly reports on cybercrime, cyberwarfare, hacks and data breaches, cybersecurity market forecasts, etc.

2019 Cybersecurity Almanac

100 facts, figures, predictions, and statistics surrounding the global cybercrime landscape

Cybersecurity Lists for 2019

Running lists for the cybersecurity community


The Information Security Forum (ISF) is an independent, not-for-profit organization that provides research, practical tools, and guidance around current information security topics and challenges impacting members’ businesses. It focuses on people, process, technology, governance, risk, and compliance.

Research Library

Reports covering a range of security challenges and topics

Tools and Methodology

Tools and methodologies based on collective expertise and insight of members to develop security and risk management strategies

Consultancy Services

Practical solutions and guidance that supplement research and tools

RSA Security - Wikipedia

RSA Conference

RSA Conference empowers companies to stay ahead of cyberthreats through online outreach and events around the globe. More than 50,000 cybersecurity professionals attend the conferences each year to network with like-minded peers, participate in industry discussions, and hear from experts in the field.

RSA Conference

The world’s leading cybersecurity event

SANS Institute

The SANS Institute is a cooperative research and education organization serving more than 165,000 security professionals globally. It is the largest source of information security training and security certification in the world, and it develops and maintains the largest collection of research documents about information security.

Reading Room

More than 2,880 original computer security white papers in 109 different categories, as well as analyst papers


Live web broadcasts featuring security experts, analysts, and customer experiences


Weekly, semi-weekly, and monthly cybersecurity news summaries

Cross-Industry Resources

In addition to the above industry-specific research firms and associations, there are even more organizations with cross-industry expertise that you can tap into. These firms typically provide a range of services, including consulting, advisory, tax preparation/audit, research, and analytics.

Here’s a list of reputable organizations you can reference the next time you’re looking for valuable insights to inform your product strategy.


Strategy, operations, consulting, digital and technology insights covering healthcare, high tech, and more

Boston Consulting Group

Consulting and insights focused on strategy, growth, operations, and analytics in various industries, including financial institutions, healthcare, and technology

Brookings Institution

Not-for-profit public policy institution that conducts in-depth research that leads to problem solving. Industries include financial institutions, and tech and innovation.

CB Insights

Machine intelligence platform, intelligence analysts, and global network of executives and startups that help companies answer strategic questions using probability


Trends research, surveys and case studies for life sciences/healthcare, financial services, and technology industries

Ernst & Young

Advisory services, benchmark reporting, and surveys covering fintech, healthcare, and more


Research, analytics, events, consulting, executive programs, and training for banking, health insurance, and high tech


Research and advisory company that offers tools to help companies achieve mission-critical priorities. Industries include financial services, high tech, and healthcare.


Global provider of market intelligence, advisory services, and events for IT, telecommunication, and consumer technology markets.


Management consulting, risk consulting, deal advisory, and strategy services for financial services, healthcare, and technology organizations

McKinsey & Company

Global research, professional networking, analytics, benchmarking, knowledge management, and more for financial services, healthcare system and service, and high tech industries


Strategy consulting, benchmarking, and data and analytics covering financial services, fintech, and health services

The First Thing to Do After Reading this Article

Share this article with those on your team who regularly conduct research. Do you have a single repository of potential sources? If not, develop one on a file-sharing platform.

Updated from the originally-published version of April 18, 2019

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