Introduction
Introduction
Launching a SaaS product in a new market is exciting—but also risky. Even the most innovative features can miss the mark if they don’t resonate with the local audience. For international SaaS founders, France represents a growing and dynamic market, but entering it requires a clear understanding of user expectations, workflows, and decision-making behaviors.
At Label Research & Consulting, we recently partnered with a SaaS founder who wanted to validate his product concept with French B2B professionals before scaling. Here’s how we turned user research into actionable insights.
The Challenge
Our client had developed a productivity tool designed for small and mid-sized businesses. While early feedback in his home country was positive, he needed to answer key questions before committing to the French market:
- Would French professionals find the product intuitive?
- Did the tool align with existing workflows?
- What pricing and value perception would resonate locally?
- What barriers could slow adoption?
The founder wanted reliable, qualitative feedback from real French B2B users to reduce risks before launch.
Our Approach
We designed a multi-step qualitative study:
1- Recruitment of French B2B decision-makers
- Carefully screened professionals (IT managers, team leaders, operations staff) in SMEs matching the client’s target.
- Used a mix of professional networks, targeted outreach, and screening questions to ensure relevance.
2- In-depth remote interviews (IDI)
- 60–75 minutes per participant.
- Explored current workflows, pain points, and first impressions of the SaaS solution.
- Combined usability walkthroughs with open-ended questions.
3- Feedback synthesis
- Identified common themes, usability issues, and positive reactions.
- Benchmarked expectations against competitor tools already in use in France.
