She wrote in an opinion piece for CPO Magazine published Friday that cyber technology vendors rely heavily on quantitative studies that generally cover different business sizes in order to help them understand what kinds of platform are sought by consumers.
Jones noted that a vendor should also work with market researchers that can facilitate focus groups or conduct interviews with chief information security officer and security professionals.
"For market research to be successful, it’s contingent on security analysts and security leadership roles to be willing to participate in studies and offer their input," she added.
She said qualitative methods will allow companies to introduce offerings that are tailored to customers' actual environments.
InterQ is headquartered in San Francisco and aims to help clients obtain insight into customer requirements through market research.