Continuous Validation of Customer Value: Case Study of Estonian B2B SaaS Companies

Karl Rammo
Estonian software companies are known for their high growth and global reach. Fast growth comes with responsibilities. Software companies have typically based their decisions on product feedback and analysis. Continuous validation of customer value is one example of a successful product. However, it has been found that feedback collection and analysis is not systematic. In this thesis, challenges around collecting customer feedback and analysis are uncovered. In addition, it will explore what challenges Estonian Business-to-Business Software-as-a-Service (B2B SaaS) companies have around product feedback collection, analysis and best practices in product development. Using previous literature review and proposed HYPEX model, three hypotheses were created. Author conducts a case study analysis which explores three Estonian B2B SaaS companies in the light of these hypotheses. The scientific contribution of this work is an overview of how three B2B SaaS companies collect and analyze product feedback, how it relates to product development decisions and potential improvement areas.
Graduation Thesis language
Graduation Thesis type
Master - Conversion Master in IT
Toomas Saarsen
Defence year