October 10, 2022
B2B market research is an abbreviation of ‘business to business’ research and relates to market research and business intelligence that is carried out by organisations that sell to, or support, other businesses. Unlike consumer or customer research, B2B research is not carried out amongst members of the public in the same way that respondents to consumer research are. This specialised research helps businesses make smarter decisions, tailor their offerings, and stay competitive in complex markets.
There is a wide range and diversity of B2B market research conducted. Such research can include: acquisition and due diligence, market entry and International research, customer satisfaction and customer service surveys, employee surveys, supply chain and distributor research. Marketers will also use qualitative B2B market research for brand development and to help optimise advertising and communications.
Often, small samples, time pressures and more complex/technical projects make business research more demanding than consumer research and, as a result, tend to be more costly. The typical research methods and processes adopted by B2B market research companies. include:
Here is a video introduction to Business research methods
B2B research faces unique challenges, such as reaching busy professionals, ensuring data accuracy, and navigating complex purchase processes. To overcome these, it’s vital to:
Use trusted industry contacts or networks to recruit participants.
Design clear, concise surveys or interviews respecting respondents’ time.
Combine multiple methods for a comprehensive view.
Maintain confidentiality and professionalism to build trust.
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Heuristics are mental shortcuts used to simplify decision-making. Common types include availability, representativeness, anchoring, and affect heuristics. They help speed up judgments but can lead to cognitive biases. Heuristics are essential in everyday thinking, user experience design, and behavioral research, highlighting how humans process information under uncertainty or limited time.
Data science is the practice of extracting meaningful insights from large and complex datasets using statistical analysis, programming, and machine learning. In market research, it helps identify patterns, predict behaviours, and support data-driven decision-making across customer segmentation, trend analysis, pricing strategies, and campaign optimisation.