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Trends, news and insights about B2B market research and strategy

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Understanding the B2B buying process: the key factors and stages that affect B2B decisions

Insights

September 10, 2020

Understanding the B2B buying process: the key factors and stages that affect B2B decisions

The B2B buying process is more complicated than most consumer purchases. Adience takes an in-depth look at what the typical B2B purchase entails.

What is B2B research? A guide to B2B market research methods and approaches

Insights

September 2, 2020

What is B2B research? A guide to B2B market research methods and approaches

A guide to the methods and approaches that you should use when conducting B2B market research, as well as the do's and don'ts.

Why people lie in marketing research interviews and surveys, and how to overcome it

How to

August 21, 2020

Why people lie in marketing research interviews and surveys, and how to overcome it

People lie in research interviews and surveys. We look at why they lie and identify ways to minimize lies and maximize accuracy.

How to improve the quality and reliability of B2B research panel participants

How to

August 10, 2020

How to improve the quality and reliability of B2B research panel participants

Third-party panels are often, but not always, unsuitable for B2B research. Here’s how to improve the quality of panel participants when you have to use a panel.

How to use the ‘Jobs To Be Done’ framework in B2B marketing research

How to

July 23, 2020

How to use the ‘Jobs To Be Done’ framework in B2B marketing research

This article looks at why the Jobs-to-be-Done (JTBD) framework is relevant to market research, and provides some examples of how to put the theory into practice when conducting B2B research.

How to recruit business decision-makers for B2B marketing research

How to

July 14, 2020

How to recruit business decision-makers for B2B marketing research

One of the biggest challenges in B2B market research is getting hard-to-reach business decision-makers to participate. This article outlines some best practices for finding, engaging, and screening business decision-makers for B2B qualitative or quantitative research.

How to conduct B2B quantitative research – key tools and advice

How to

July 12, 2020

How to conduct B2B quantitative research – key tools and advice

Agencies should conduct research for their own benefit, as well as for their clients’ benefit. Adience was founded on that principle

How to conduct B2B qualitative research – key tools and advice

How to

July 10, 2020

How to conduct B2B qualitative research – key tools and advice

Qualitative techniques play an essential role in B2B market research, as they allow us to explore decision-makers' underlying needs. This article shares tips for conducting B2B qualitative research, including reviewing the primary methodologies.

How best to incentivize B2B decision-makers to take part in research

How to

July 9, 2020

How best to incentivize B2B decision-makers to take part in research

B2B recruitment isn't easy, but with the right mixture of ‘soft’ and ‘hard’ incentives, it is possible to get B2B decision-makers to take part in research.

Key data sources for B2B secondary research

How to

July 8, 2020

Key data sources for B2B secondary research

In most B2B research projects, primary research interviews typically tell only part of the story. Secondary research can be a cost-effective, easy, and quick way to access even more information that can help us with a project objective. Here are the key data sources for secondary research in B2B.

How to check that B2B market research projects are robust

How to

July 7, 2020

How to check that B2B market research projects are robust

There is a lot of bad research out there, and it is important to challenge any results that you get presented to check that the correct people have been interviewed. Ask your partner agency: who was invited to take part in the survey? What steps were taken to remove inappropriate respondents? What checks were conducted to ensure that respondents are who they claim to be?

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