Business to business (B2B) research is a different beast compared with consumer research and requires a more considered approach. In particular:
Finding and engaging with relevant people, especially when their time is precious
Navigating internal gatekeepers to reach relevant people
Internal corporate policies preventing individuals from divulging information or receiving incentives to participate in the research
The need for the researcher to have subject knowledge to be effective.
The importance of respecting participants and their relationship to a client's organisation.
Due to these challenges, Advantage Market Intelligence has adopted an innovative and immersive approach to the process. We have a track record of quickly getting up to speed with an industry from prior experience and our own research. We ensure that our team fully understands the nuances of our client’s business, the market they’re entering, and their customer base prior to commencing.
Our team is comprised of researchers with years of experience in various business fields. We work with experienced recruitment companies that specialize in finding the senior decision makers and who share the importance of treating contacts as if they were our own top customer.
We are always mindful of how the research will be perceived and wherever possible, fit the methodology to the individual and their importance to the client's organisation. For example, conducting 1-1 interviews with key customers rather than sending a less personal e-survey.