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State of Product Decision-Making in Danish B2B SaaS 2026
Section 1 — About you
What company are you working for?
What industry are you working within?
*
A
FinTech
B
LegalTech
C
HR Tech
D
CX / Support
E
Martech
F
Data & Analytics
G
HealthTech
H
Construction & PropTech
I
E-commerce
J
Enterprise / ERP
K
AI & Automation
L
Energy Tech
M
Other
What is your role?
*
CPO
Head of Product
VP Product
Product Director
Product Manager
Founder
Designer
CEO with product responsibility
Other
How many people work at your company?
*
A
1–10
B
11–50
C
51–200
D
201–500
E
500+
Section 2 — The work behind decisions
Before your team starts building something new, what typically drives the decision? Select all that apply
Direct conversations with users or customers
Analytics or product data
Sales or customer success feedback
Competitor analysis
Leadership or stakeholder direction
Gut feeling, experience
We don't have a consistent process
How often does your team speak directly to users or customers?
A
Never
B
A few times a year
C
About once a month
D
Weekly or more
Who owns research and insight work at your company?
A
We have a dedicated researcher or research team
B
Design owns it
C
Product owns it
D
It's shared, everyone does a bit
E
Nobody owns it explicitly
How confident are you that your last major product decision was backed by real user insight?
1
2
3
4
5
Not at all
Very confident
After a release, how do you measure whether the decision was the right one?
Quantitative metrics (analytics, conversion, retention)
Qualitative feedback (interviews, support tickets, NPS comments)
We don't have a consistent way of measuring it
We don't measure it
What gets in the way of doing more research or insight work? Select all that apply.
Not enough time
Not enough budget
No dedicated person to own it
Hard to get access to users
Stakeholder buy-in - it's not seen as a priority
Nothing - we're happy with our current approach
How much do you agree with this statement: "We make most of our product decisions based on data, not conversations."
1
2
3
4
5
Strongly disagree
Strongly agree
How much do you agree with this statement: "AI tooling is making it easier to understand our users and their needs."
1
2
3
4
5
Strongly disagree
Strongly agree
How much do you rely on external benchmarks and reports versus your own longitudinal data?
0
1
2
3
4
5
6
7
8
9
10
Only external data
Only our own data
Section 3 — Open reflection
11. What's the one thing you wish you knew more about your users, but currently don't?
Submit
