B2B Qualitative Research

Experts in Qualitative research methods to unravel the meanings, needs & motivations and behaviours for B2B businesses

We help you understand your customer, innovate new products and inform your marketing strategies

Our qualitative B2B experts will help you reach hard-to-reach customers and step inside the minds of CEOs, FDs and other decision-makers.

The Team Vision One

Why B2B Qualitative Research? 

When you need to get even closer to your customers anywhere in the world, our B2B qualitative methodologies unlock a range of insights to help you build stronger relationships.

Whether your interest is NPD and product development, evaluating communications or understanding their pain points, qualitative research can uncover both emotional and rational behaviours to help you better understand your customers that no survey can provide.

Qualitative research can be used in a variety of applications for B2B markets. The most common research projects are:

  • Understanding customer needs and behaviours
  • Uncovering processes, e.g. business decision-making, supply chain
  • Developing new product ideas, testing concepts and propositions
  • Exploring brand image, product perceptions and barriers to using
  • Creation of thought leadership 
  • Evaluation of marketing materials from brand identity to advertising
  • Supporting quantitative B2B surveys for a deeper understanding of the results and the ideas behind them.

Get in Touch

Award Winning Agency

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Client Feedback

“Absolutely no dislikes. Vision One is diligent from beginning to end on all projects that have undertaken with us. They take the time to learn about our products and solutions and markets. Vision One are known at Pitney Bowes globally as an extension to our European Marketing Team rather than a vendor/supplier who is providing a service.”

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“Vision One deliver what we need. They have a friendly but efficient approach to the projects and are flexible and agile enough to respond to our changing needs. From the initial contact through to the presentation and feedback of research projects, Vision One do not disappoint”

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“It’s great that we had direct access to a market research expert such as Vision One’s Managing Director throughout the project, something we weren’t convinced we’d get from the large global business.”


“Vision One are EXPERTS at what they do. They deliver on time, are incredibly collaborative and go above and beyond to get the best results. You can’t ask for much more than that!”


B2B Qualitative Methods

Our Qualitative B2B team is headed up by Charlotte Baird, Tony Lewis and Alex Brown and supported by other qualitative researchers across the globe. With our passion and energy in creating insights, we strive to make sense of what your customers want and need from you to succeed and thrive.

Typical methodologies for B2B Qualitative include In-Depth Interviews over the telephone, online (e.g. Teams or Zoom) or face-to-face, and Focus Groups. However, success comes down to the skills of our moderators in observing, collecting, moderating and guiding the discussions. We strive to uncover new actionable insights


Global Insight Agency Vision One

B2B Focus Groups, Depths and Online Research

Online Research Vision One
Online Qualitative

Online qualitative research encompasses a wide range of different methods. It’s ideal for international and talking to hard to reach customers especially in these days of hybrid working.

Focus Group Research Vision One
Focus Groups

Focus Groups are excellent for exploring new themes and creating new ideas as the enable participants to bounce ideas off each other. These can be done in person or online.

In Depth Interview Vision One
In-Depth Interviews

In-depth interviews are extremely popular for B2B research as they avoid the issue of  confidentiality and facilitate the exploaration of senstive subjects

Why Vision One

Join the businesses that have achieved success

through B2B research insights

Wyatt International
Evolution Power Tools

Our Qualitative Researchers

Tony Lewis CEO Vision One
Tony Lewis


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Charlotte Baird Head of Qualitative Vision One
Charlotte Baird

Head Of Qualitative

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Kendra Furey Client Success Manager Vision One
Kendra Furey

Head of Client Success

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Hannah Roberts Meet The Team Vision One
Hannah Roberts

Research Manager

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Get in Touch or Book Meeting9

Would you like to have a quick chat about your B2B research? If so please feel free to book an appointment with one of our research experts.

If urgent please call us on 0203 693 3150 or you can complete our enquiry form, using the button below (we typically get back to you same day).


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