Mastering B2B research
Current developments, best practice and new thinking for best results

Objective

B2B business environments bring several unique challenges:

• The customer base is relatively small and finite
• Highly targeted, relationship based marketing is a key characteristic
• The dynamics of decision making are complex and multi-facetted
• The 80:20 sales to customer ratio holds true

In light of these idiosyncrasies, market research conducted in a B2B environment needs to take an equally unique approach; ‘cutting and pasting’ approaches developed for consumer markets is simply not appropriate.  This course will provide attendees with the ability to develop suitable research solutions in a B2B context by providing an understanding of:

• The unique nature of B2B markets
• How research can benefit B2B organisations
• How B2B research differs from its consumer counterpart
• How to design an effective B2B research project:
  • Choosing an appropriate methodology
  • Designing an effective questionnaire
  • Constructing and sourcing sample
  • Accessing hard-to-reach decision makers
  • Interpreting findings in context

Course format

This one day course will make use of two complementary teaching approaches:

• The core programme will be delivered by the course convenor
• A guest speaker will share real life case studies of B2B research projects

Who will benefit?

This course will benefit:

1. Agency researchers with a limited knowledge of B2B research who wish to engage more effectively with B2B clients and deliver effective B2B research projects
2. Those working in a B2B business, particularly  in a marketing role, that wish to develop a greater understanding of how market research can benefit their organisation

 The course assumes that delegates already have an understanding of basic research principles and practices but wish to effectively tailor these to B2B environments.

Price

• Members £305 + VAT
• Non-members £455 + VAT

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