Business to business (B2B) market research

Disentangling decision-making in complex organisations, handling and coordinating multiple strands of detailed information and understanding technical products and services: these are just a few of the challenges that can accompany B2B market research, and our specialist researchers have been honing their skills in these areas for well over two decades. Confident navigating multiple, diverse markets – often simultaneously – our team has the knowledge and experience to deliver meaningful business to business insight for organisations of any size.

Understanding the nuances of your field of operation, including market conditions and influences, is an essential part of our early research process. We work closely with our clients from the outset to define requirements and the needs of all stakeholders clearly. We supplement this important first phase with desk research where appropriate and draw on our own extensive experience across DJS Research.

Experts at reaching the business and stakeholder audiences you need

Audience sizes for B2B research projects tend to be low in number and harder to reach than consumers. Far from being a concern, survey volumes are often intentionally small-scale as the core priority is quality, not quantity, to engage the right people. Our teams identify exactly who it is that we need to reach, including the organisations we need to target and the individual roles we need to speak to. We can use contacts provided by our client (adhering to strict GDPR rules) or, most often, we will develop a target list ourselves using a range of techniques, building samples which fulfil specific project-led quotas. 

Participating in market research studies can be low on the priority list for many business audiences. Often with demanding responsibilities and mounting workloads, we recognise how important it is to engage business audiences respectfully and to ensure we make the best use of the little time they may have available. Our highly trained B2B interviewers use their skills to successfully get around gatekeepers (e.g. receptionists) and maintain the interest of business representatives for the length of time required.

Blending new and traditional methods to drive innovation

Despite its challenges, CATI (Computer Assisted Telephone Interviewing) is often the most cost-effective and appropriate method of achieving large and representative samples of business owners and senior managers. A telephone-first approach enables us to verify the business or organisation’s credentials and ensure we are speaking with the most appropriate individual within each, which will vary depending on the nature of the research.

Since Covid-19 especially, we have found that ‘cold’ approaches (i.e. where there is no existing relationship) for research with B2B audiences are more and more challenging. In addition to our skilled interviewers, who effectively 'sell' the benefits of participating in an interview, we are increasingly experimenting with new recruitment channels. These new avenues have included exploring LinkedIn, to maximise response rates, and using synthetic data to investigate opportunities for enhanced insight in B2B.

Bespoke sector-focused business solutions which deliver actionable insight

Our B2B projects are conducted by a highly experienced team, who ensure all outputs are sector-focused, with director-level involvement throughout. Working with clients across many different industries and markets, within both the private and public sector, has given us a holistic understanding of B2B needs which enriches our solutions and maximises effectiveness. Examples of recent B2B surveys undertaken by DJS Research in this field have covered issues from technology and cyber security to business ownership models and employment practices.

Our research often extends beyond the UK as many of our B2B research clients operate globally. The strength of our international offering means that, where necessary, we can employ a network of native partners to help us with on-the-ground fieldwork around the world.

To find out more about our wealth of business to business experience, and discuss how we could deliver the actionable insight your organisation needs, contact us today.