How business really buys technology.
Asand runs short, scored benchmarks for the people who choose B2B technology. Answer in about eight minutes, see where you stand straight away, and help build an honest picture of how the market buys.
- Anonymous by default
- Free to take part
- No sales calls unless you ask
FIG. 1 · EACH GRAIN IS ONE RESPONSE · ILLUSTRATIVE
How it works
Eight minutes of answers. A clear read on where you stand.
Answer honestly
Short, specific questions about how your organisation is buying. No free-text essays, no name required.
See your score
A buying readiness score across five dimensions, worked out from your answers with advice for each.
Decide what’s next
Leave it there, ask for the published report, or ask to talk. Each is a separate, unticked choice.
The Asand rules
Research you can trust starts with how people are treated.
- 01
Anonymous by default
You can finish any benchmark without giving a name or an email address.
- 02
Nothing happens unless you ask
We only get in touch if you tick the box that says we can. Leaving it unticked never changes your result.
- 03
Introductions by name
Before any supplier meets you, you confirm that exact company in writing. Never in bulk, never to unnamed partners.
- 04
Scores can't be bought
Suppliers can't pay to change a score, a finding or what we publish. We don't run rankings.
- 05
Groups of 10 or more
We never publish a figure based on fewer than 10 people, so nobody can be singled out.
- 06
Leave whenever you like
One short form stops all contact and starts deletion. No account, no login.
How is Asand free? Technology suppliers pay us when someone asks to meet them by name, and suppliers and other organisations pay for sponsored benchmarks and anonymised research. None of it changes a score or a finding. How Asand is funded
Open now
Pick a benchmark.
Cyber security
Identity, detection, resilience and the people who buy them.
~7 MIN · COLLECTING RESPONSES
Data and AI
Platforms, pipelines and putting AI to work.
~7 MIN · COLLECTING RESPONSES
Finance technology
The software finance teams run the business on.
~7 MIN · COLLECTING RESPONSES
HR and people technology
Hiring, paying, developing and keeping people.
~7 MIN · COLLECTING RESPONSES
Sales and marketing technology
CRM, data, engagement and attribution.
~7 MIN · COLLECTING RESPONSES
Cloud and infrastructure
Cloud, hosting, observability and resilience.
~7 MIN · COLLECTING RESPONSES
Supply chain and logistics
Moving, storing and planning goods.
~7 MIN · COLLECTING RESPONSES
Energy and sustainability
Monitoring, reporting and cutting emissions.
~7 MIN · COLLECTING RESPONSES
Research agenda
The questions we’re asking this year.
Every benchmark feeds a published report. The first appears once 100 qualified people have taken part, and never before.
See the full agenda- SALES AND MARKETING TECHNOLOGYWhich revenue tools survive a budget review, and which get cut first?
- WEATHER AND CLIMATE TECHNOLOGYWhich teams own weather and climate data inside an organisation?
Any industry, any country
Who’s buying, as well as what.
- Manufacturing
- Financial services
- Insurance
- Healthcare
- Life sciences and pharmaceuticals
- Retail and ecommerce
- Hospitality and leisure
- Travel and tourism
- Logistics and transport
- Energy and utilities
- Construction and engineering
- Real estate and property
- Facilities and security services
- Professional services
- Legal services
- Technology and software
- Telecommunications
- Media and entertainment
- Public sector and government
- Education
- Charities and non-profits
- Agriculture and food
- Automotive
- Aerospace and defence
- Mining and natural resources
Guides
Buy with fewer surprises.
- Buying guideHow to run a B2B technology buying processA step-by-step process for choosing business software or technology services: defining the problem, agreeing who decides, setting budget and timing, and testing a shortlist fairly.
- Buying guideHow to write requirements for a software purchaseWhat to put in a requirements document before you talk to suppliers, how to separate must-haves from nice-to-haves, and the mistakes that make supplier answers impossible to compare.
- Buying guideQuestions to ask a technology supplier before you signA practical checklist of questions to put to software and technology suppliers about the product, implementation, security, support, pricing, renewal and leaving.
- Buying guideHow to build a business case for new technologyHow to write a business case that a budget holder can approve: the problem, the options including doing nothing, the full cost of ownership, the benefits and how you will measure them.
- ExplainerWhat is SECR? Streamlined Energy and Carbon Reporting explainedWho has to report under SECR, the thresholds, the 40,000 kWh exemption, what to disclose, where it goes, and how SECR is changing in 2026.
- ExplainerWhat is DORA? The Digital Operational Resilience Act explainedWhat DORA requires of EU financial entities and their technology suppliers: scope, the five areas, incident reporting deadlines, the register of information, critical providers and the UK position.
FAQ
Before you start
What is Asand?
Asand runs short, scored benchmarks for people who choose business technology, and publishes anonymised research on how organisations buy. Everyone who takes part gets a buying readiness score straight away.
Is it free to take part?
Yes. Taking part is free, and your result is shown on screen as soon as you finish.
Who can take part?
Anyone answering on behalf of an organisation, in any industry and any country. Benchmarks aren't designed for personal or household purchases.
Do I have to give my name or email?
No. You can finish any benchmark anonymously. You only add details if you choose to ask for the published report or to talk to the research team.
Will anyone contact me?
Only if you tick the box asking the research team to get in touch. The team works for ORRJO Limited and will always say who they are. Leaving the box unticked never changes your result.
How is Asand funded?
Technology suppliers pay for introductions that people have asked for by name, and for sponsored benchmarks and anonymised research. Sponsored benchmarks are labelled. None of this changes a score or a finding.
Eight minutes. One honest read.
Free, anonymous by default, and useful to you whether or not you ever speak to us.
Take the benchmark