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In this Emerge Smarter webinar, we spotlighted our B2B research practice. Watch now and hear a lively discussion with Alex Palermo, Vice President, and Audrey Tripp, Senior Research Analyst, as they discussed various B2B research methods and how we approach conducting B2B market research.
Alex and Audrey discussed:
We know that B2B marketing presents its own unique challenges, and B2B research does as well. Reaching busy executives and business professionals is difficult in the best of times, but add in the fluctuating climate brought on by the COVID-era, and finding the right respondent who has the depth of knowledge on their industry and is willing to help provide the insights you need, is more complex than ever.
B2B research has always posed its unique challenges, but the past two years have been increasingly challenging for B2B researchers. COVID has changed the ways in which we live our daily lives and how we conduct business, with the home being the central hub of all activities both personally and professionally.
If you’re like us, when you think of businesses that have been impacted by COVID-19, your mind probably goes to restaurants, travel, and recreation. Maybe you think of the small business owners and retailers who had to shut their doors during countless lockdowns and various phased re-openings. What many of us overlook is the negative impact that COVID-19 has had on the financial stability of our healthcare system.
Over the past seven months, I’ve noticed an evolution in how my neighborhood mom and pop shops are conducting business. So, it wasn’t surprising to receive a note from my daughter’s school the other day indicating that student picture day would be conducted entirely online this year. The local photography studio made sure to let me know that this would be the first year that they would be doing away with the traditional paper order forms, that “many of us prefer.”
In consumer research, we deal with pretty straightforward products (and, after all, we are consumers ourselves, aren’t we?); so this may be a space that you are most comfortable in. But, what about business-to-business (B2B) research? There are some unique challenges to consider that are outside of the norm of consumer research. If you feel that this type of research is outside of your comfort zone, you are not alone.
In consumer research, we deal with pretty straightforward products (and, after all, we are consumers ourselves, aren’t we?); so this may be a space that you are most comfortable in. But, what about business-to-business (B2B) research? There are some unique challenges to consider that are outside of the norm of consumer research. If you feel that this type of research is outside of your comfort zone, you are not alone.
Our B2B research experts provide some great tips and best practices on conducting B2B research, specifically how it differs from B2C. Although B2B research may take some extra effort compared with B2C, the insights to be gained are more than worth it. But you don’t have to go it alone! C+R is deeply committed to helping you meet the challenges of B2B research regardless of the industry, respondent segment, or methodology.
