It is often said that interviewing professionals is very difficult. Quantitative research in B2B has its own particularities when compared with quantitative research in B2C. The targets are more complex (B2B companies, B2C consumers) and adaptations need to be made to take account of these differences. In this article, Magali Chareyron, Director of Research and Development at Adwise, explains the methodical process that needs to be deployed to ensure the success of B2B quantitative research.
What are the differences between B2B and B2C?
Professional and general public targets are different in terms of the approach we need to take in marketing research.
Even though B2B issues can be similar to those in B2C (concept testing, exploratory work, UX testing, etc.), the context is often much more specialised than what we are used to seeing in B2C: at the brief stage, we therefore have to immerse ourselves fully in our customer's business, understand all the stakeholders, carry out research on the internet and social networks and sometimes even conduct a few expert interviews to gain a better understanding of the subject, the technical terms used and the context of the market under study.
Has the methodology for approaching B2B experts changed?
While most quantitative research with the general public is now carried out online, in B2B we prefer to use the telephone, or a telephone/web combination, or online if professionals need to react to visual or audio stimuli.
There are still relatively few professional contact databases accessible by e-mail, even though they are becoming more and more widespread.
Furthermore, while social networks can be used to target certain professions effectively, the 'promised' sample sizes are often insufficient.
Given the sometimes limited resources available, a high level of B2B expertise is required. Professionals, by nature very busy, need to be approached at the right times, i.e. on certain days - avoiding Mondays, for example, which are known to be full of meetings - and at certain times: early in the morning or at the end of the day.
To be able to interview professionals, it is often necessary to make an appointment by telephone and then confirm by e-mail.
The questionnaire should be straight to the point, with short, clear question wordings. The tone and vocabulary must be adapted to ensure that the questions are administered as smoothly as possible. A pilot run of around ten interviews should be carried out before the full-scale study is launched, to ensure that the questions are clearly understood.
What are the latest Adwise B2B studies?
We have just completed three surveys of professionals.
The first was a post-test of an advertising campaign carried out with 220 managers and HR directors of commercial companies and public bodies, the second a usage study with 400 doctors and nurses and the last a concept test of a new service carried out with 250 notaries. Our terraina team succeeded in these difficult areas in a short timeframe.
Why did you succeed in your studies?
Our success is due above all to the quality of the discussions we have had with our customers about their market, the issues they face, etc. The ability to immerse ourselves in their business, with all the research and curiosity that this implies; but also the quality of the telephone data collection platform, which enables us to guarantee a sample. The ability to answer all the questions our customers ask, while optimising the length of the questionnaire.
Our experience as a research and consultancy company shows us that quantitative research in B2B has its own particularities and requires know-how and methodology adapted to this context. Testing a concept, fine-tuning an innovation strategy or gathering feedback on a campaign through reliable, high-quality quantitative research requires specific expertise in the hybridisation of methodologies to gather data and exploit the insights gained from respondents. For 20 years, we've been offering tailor-made expertise to meet the objectives and challenges identified in the projects entrusted to us by our customers.
