B-to-B Research
Market research within the context of B-to-B places particular requirements on the study design, on establishing contact with the correct interviewees and on the study evaluation. Through the many studies we have conducted in the past we have developed and refined the smooth solution for B-to-B research.
Innovative recruitment from low-incidence target groups
In terms of B-to-B surveys it must be acknowledged that representatives of the correct target group can be difficult to reach, either because the group is relatively small (e.g. "Buyers of tunnel drills in the Alps region"), or because for the target group time is very precious and they therefore have little inclination to take part in the survey.
INNOFACT has learnt from extensive experience in this area how to get valuable information from even the top target groups.
Most importantly, we respect the interviewees. That's not something we just say, but something that is actively demonstrated in the following ways:
 | Our interviewers have a comprehensive background knowledge of the survey and the subject and are able to give any further requested information without hesitation. |
| The interviewee has the opportunity to set an appointment time that best fits with their diary. This measure is obviously implemented for face-to-face interviews, but is also effective for telephone interviews. The interviewees usually have the chance to make a choice between a telephone interview and an online interview. |
| We strictly adhere to the data protection laws and never mix market research with direct marketing. We respect all of the rules in our industry, not least those imposed upon us through our membership of the following institutions: ESOMAR; BVM; NEON; D.G.O.F. (Find out more about these organisations here). |
Study approaches in B-to-B research
Analysis of Customer Satisfaction
| How satisfied are current customers with the level of service? |
| Can we determine differences in the level of satisfaction between different regions/countries? |
| How often do customers have contact with representatives of my firm? |
| How can I maximise potential amongst existing customers? |
| What effects have specific marketing or pricing activities had on levels of satisfaction amongst my customers? |
| What influence does the perceived price/performance ratio have on willingness to buy? |
| How does customer loyalty develop over time, e.g. in terms of purchase frequency or repeat purchase? |
Analysis of Service
| How satisfied are customers with the services offered up to now? |
| How does my range of services compare with that offered by my direct competitors? |
| To what extent are customers aware of the spectrum of services offered? |
| Which other services could increase customer satisfaction and frequency of purchase? |
| Which of the services I offer are costing money but having no real impact on customers? |
| For what price can particular services be successfully offered? |
Product and Concept Tests
| What potential can be defined for new product ideas? |
| What exact form should my new product take in order to be successful with consumers? |
| Which of three parallel concepts promises the greatest success? |
Image Analysis
| How does the image of my business/my product develop over time? |
| How is my business positioned in comparison with my competitors? |
| What influence do various marketing activities have on the image? |
| How important is image in terms of the decision to purchase/use? |
Trader Surveys
| How satisfied are my trading customers with the products, prices, business support and communication? |
| How do the traders rate the chances of success of a new product, selling or service idea? |
Market Analysis
| What is the past behaviour of a particular market segment? |
| Which revenue forecasts appear realistic? |
| Which target group segments can be localised? |
| Who are the big players in the market? |
| Which marketing strategies are implemented by the current competitors? |
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