3 Keys to Survey Project Success in B2B Marketing Research
3 Keys to Survey Project Success in B2B Marketing Research
DIY research platforms are becoming increasingly popular with convenience, cost-efficiencies, and speed as the primary benefits — but are they effective for all types of marketing research?
Not necessarily. B2B marketing research, in particular, presents a unique set of challenges that typically require a more customized, hands-on approach. Here are three keys to success in B2B marketing research.
- Clearly identify your marketing research goals – It goes without saying that business professionals are busy. The reality is that taking surveys is low on the priority list so when you get the chance to be in front of them, it’s key that you’re concise and clear in what you’re asking or they won’t spend the time. To do that, regardless of whether you’re interested in identifying market opportunities and threats, understanding differentiators, better understanding potential buyers, or identifying industry trends, you must have focused and clear marketing research goals.
Identify which respondents provide optimal insights – In B2B research, choosing the right respondents to research and participate in surveys is easier said than done. Not only can respondents be hard to reach because of busyness, but in order to obtain the most effective and valuable insights, it’s crucial to carefully select respondents who best fit the specific criteria of your research.
Additionally, since it’s common for multiple people to play a part in the respondent selection process, it’s essential that teams determine the “who” behind the insights the research aims to uncover—For example, a fundamental question to address is: Should your insights come from users, influencers, or decision-makers?
After determining your target respondents, you’ll require a sample source capable of detailed profiling, including effective strategies for reaching them across diverse geographical locations.
Put quality first – Your research insights are only as good as the data they are based on, so take the time to put quality measures in place.
Firstly, reliable, accessible, and accurate technology is always key to successful online B2B research with high data quality.
Other key components to quality survey research include: understanding how data samples are sourced from your chosen provider, ensuring respondents’ identities are verified, and effectively engaging and incentivizing respondents.Can a DIY research platform designed for a more black-box approach achieve these market research goals?However, for more intensive research motivating major business decisions — these platforms will only take your research so far. The success of your survey research requires you to work with the right participants at the right time in the buying cycle.By partnering with a global B2B marketing research specialist, like IRB, you can take a load off of your plate with the expertise of a robust team. Our B2B panel pool spans 28 countries and across a variety of industries and organizational levels. We also provide a technology platform with a multi-step, scientifically rigorous, and repeatable process to ensure data quality.
- Clearly identify your marketing research goals – It goes without saying that business professionals are busy. The reality is that taking surveys is low on the priority list so when you get the chance to be in front of them, it’s key that you’re concise and clear in what you’re asking or they won’t spend the time. To do that, regardless of whether you’re interested in identifying market opportunities and threats, understanding differentiators, better understanding potential buyers, or identifying industry trends, you must have focused and clear marketing research goals.
For more information, contact IRB today.