Business-to-business (B2B) market research provides targeted analysis on business customer satisfaction, brand loyalty and product & performance requirements, offering strategic clues to the development of business connections between companies. The management of individual customer relationships is emphasized even more than in B2C research. Therefore, B2B market research requires a high level of industry knowledge and the accurate integration of market research projects into the client's business procedures. The following challenges to B2B market research are to be considered: The B2B area is mostly concerned with complex, multi-personal buying decisions ("Buying Center"). Thus, oftentimes more than one client/person makes the decision. The corporate decision-making processes have to be indicated. Special quality standards apply to the interviewers, who have to be briefed on the scope of the analysis and who need to possess special communicative skills. In many cases, B2B is not only about uni-, but multi-personal customer relationships. The various perspectives in the interviews (e.g.: the answers given by staff members in processing are considerably different from the ones given by the management) have to be clearly identified and elaborated in the results. The main units and customer segments are usually smaller ones than in B2C customer surveys. This has to be considered regarding the sampling procedure as well as the methodology of the analysis. Quota arrangements and low oversamplings require special concepts for recruiting and addressing the target persons. B2B-surveys become expert surveys, due to the frequent contact and stronger involvement of the target persons. Special target groups, as e.g. the top-management, can be interviewed more efficiently with qualitative or partially structured interviews. YOUGOV APPLIES THE FOLLOWING METHODOLOGICAL CONCEPTS AND TECHNIQUES IN B2B SURVEYS The integration of quantitative and qualitative methods: With partially structured interview-guidelines, important decision-making dimensions can be determined and positive as well as negative experiences with the provider can be evaluated. Critical Incidents Method: Via open-ended questions (e.g. follow-up-questions in the case of dissatisfaction), detailed information about challenges in performance and improvement can be identified. SWOT-Analysis (Strengths-Weaknesses-Opportunities-Threats): This "mind tool" is usually applied to strategically analyse the personal business situation. When used in customer surveys, important chances and risks in the customer relationship can be determined. Customer Workshops with selected customers elaborate comprehensive ideas and proposals to shape the customer relationship. In specific distribution surveys, sales and distribution specialists with their important public relations can bring their experiences into the analysis. Expert surveys with the Delphi-Method allow the comprehensive elaboration of possible products and improvements in performance. OUR METHOD We coordinate the strategic direction and the topics of the B2B-survey with our client. We develop a methodically substantiated concept and select the appropriate technique for the survey. We develop the instruments for the survey (interview guidelines, questionnaire, etc.). We recruit the participants, using customer-/provider-lists, according to the agreed target group criteria. The survey is conducted only by interviewers who are especially trained for B2B-interviews and continuously supervised. The interviewers' individual briefing and their training is carried out by YouGov project management and, optionally, also by the client. The results are presented to the client in a recapitulatory chart-report, a management summary or other formats as desired. We consult our client on the realization and performance in the relevant areas of action. YouGov is your experienced partner for designing, conducting, analyzing and implementing B2B-surveys. Our 15 years of expertise guarantee reliable and practice-oriented project executions. Our focuses in B2B market research include: Customer Satisfaction and Customer Retention Management Market Segmentation Positioning Studies Market Potential Analyses Image Analyses REFERENCES We are happy to submit you a list of references in the area of B2B Market Research. E-Mail. For questions and further information on the design and implementation of B2B-surveys, please contact Dr. Oliver Gaedeke. We will be glad to provide you with a personal offer. KONTAKT CONTACT Dr. Oliver Gaedeke Member of Management Board D: +49 (0) 221 42061 - 0