.jpg)
B2B market research is having a moment. As industries grow more complex and competition heats up, businesses are realizing that understanding their customers isn’t just a nice-to-have—it’s a necessity. But here’s the catch: researching B2B customers is an entirely different game than consumer research.
In this guide, we explore best practices that will help you get more out of B2B research.
B2B market research is like detective work for businesses that sell to other businesses. It’s all about gathering insights—who your buyers are, what keeps them up at night, and how they make decisions. Instead of surveying thousands of random consumers, you’re diving deep into niche markets, talking to industry pros, analyzing trends, and uncovering what really drives purchasing in the corporate world. It’s part data, part psychology, and a whole lot of strategy. Done right, it helps B2B companies sharpen their messaging, fine-tune their offerings, and stay ahead of the competition.
The audience for B2B market research isn’t your average weekend shopper—it’s decision-makers and influencers within organizations. Think procurement managers who negotiate deals, IT directors hunting for the latest software solutions, HR leaders choosing employee benefits, or CFOs evaluating financial services. It could even include industry analysts, consultants, or suppliers who shape market trends. Each of these players has different priorities, budgets, and pain points.
B2B market research has some similarities with B2C research: after all, you are still talking to real people. But there are also crucial differences that should be considered to maximize success.
B2B: Focuses on businesses, organizations, and industry professionals.
B2C: Targets individual consumers and households.
B2B: Involves multiple stakeholders, including procurement teams, executives, and managers, leading to a more complex and rational decision-making process.
B2C: Decisions are typically made by a single individual or a household, often based on emotions, personal preferences, and convenience.
B2B: Typically smaller sample sizes because the target market is niche and specialized.
B2C: Larger sample sizes as the market is broad and diverse.
Unlike B2C, where the goal is to win over individual customers in their daily lives, B2B research is about solving problems and adding value to business clients’ professional worlds. These are long-term, high-stakes relationships, so if you’re looking for B2B market research companies to work with, it’s important that you choose ones who have experience in this field. Your clients aren’t just sharing preferences; they’re trusting you with their time, expertise, and, in many cases, sensitive information.
Today B2B market research is evolving at breakneck speed, incorporating advanced techniques like insight communities, CRM integration, and real-time feedback loops. To compete in this space, companies need more than data—they need strategies that build trust, engagement, and actionable insights.
Here are eight essential strategies to elevate your B2B research approach and deliver results that matter:
Successful research begins with clarity. Clearly define your goals and communicate them to participants upfront. Are you exploring ways to enhance your product? Seeking feedback on your service offerings? Let your B2B customers know exactly what to expect—it builds trust and helps them see the value in participating.
Insight communities are the perfect forum for gathering feedback from complex B2B audiences. As you can imagine, in this context, professionalism matters. A name like "The [Brand] Customer Advisory Board" conveys gravitas and aligns with the serious tone of business discussions. It encourages participation by making members feel their input is significant and valued.
Incentives for B2B research participants should go beyond monetary rewards. Intrinsic benefits like early access to reports, benchmarking data, or exclusive industry insights resonate deeply. Pair these with extrinsic rewards, such as points programs or individual recognition, to create a well-rounded and attractive offering.
B2B participants are often busy professionals. Respect their time by keeping engagements brief and to the point. A mobile-first, conversational approach with just a few targeted questions per interaction, fosters higher engagement and yields consistent, actionable data over time.
Personalization is key in B2B research. By combining CRM insights, past interactions, and usage data with direct feedback you can tailor your questions to individual profiles. This approach not only streamlines surveys but also shows participants that you value their time and input.
B2B relationships often span years and represent significant lifetime value. Ongoing engagement can enhance these connections, demonstrating your commitment to understanding and addressing client needs. This isn’t just about data; it’s about fostering trust and collaboration.
Business customers are understandably cautious about sharing proprietary information. To gain their trust, be transparent about how their data will be used, ensure confidentiality, and comply with relevant data-handling regulations. A clear and professional approach goes a long way in securing participation.
B2B research shouldn’t feel like a black hole where insights disappear. After collecting feedback, close the loop by sharing how you’ve acted on their input. Whether it’s a high-level summary or concrete examples of changes influenced by their feedback, this practice strengthens trust and encourages future engagement.
There are many case studies of companies doing B2B market research to drive outcomes. Here are a few examples:
John Deere uses an insight community to engage with producers and dealers.
McCormick Corporation engages with foodservice professionals to understand their unique and evolving needs.
A high-tech company engages IT professionals on the Rival platform to help improve product innovation and customer experience.
A health company uses mobile-first tech to get ongoing quant, qual and video feedback from health care providers like physicians.
An insurance company leverages a community to get in-the-moment feedback from agents and brokers.
This is just scratching the surface, of course. There are B2B research case studies from almost all industry that sells to other businesses.
There are many top B2B market research companies in our industry, but not everyone may not be a good fit for what you need.
In your search, start by looking for industry experience; B2B market research firms that have worked with businesses like yours will already understand your market’s nuances.
Pay attention to methodology, too. The best firms don’t just gather data—they know how to interpret it through a mix of qualitative and quantitative approaches, incorporating video feedback, AI and other innovative tools to enhance data quality and improve storytelling.
Reputation matters, so check out publicly available customer stories and case studies. And don’t hesitate to ask for references.
Hot tip: when talking to the best B2B market research firms, go a bit deeper on their use of technology. What insight platforms are they leveraging, and why? How are they using AI market research tools? (Does this align with your own approach to AI-driven research?) Are they using unique methodologies like conversational research to improve the participant experience?
Beyond expertise, the right B2B research firm should align with your company’s needs and working style. Look for flexibility—do they customize their approach, or are they pushing a one-size-fits-all solution?
Of course, pricing is another key factor; while you don’t want to cut corners, the most expensive B2B market research firm isn’t necessarily the best fit either. Ask for clear breakdowns of costs and deliverables.
And finally, communication is everything. A great B2B market research firm presents findings clearly, making complex data easy to digest. If they feel like an extension of your team—proactive, insightful, and genuinely invested in your success—you’re on the right track.
To this end, we recommend a company like Reach3 Insights, our sister company. They are recognized as a top full-service B2B research firm because of their experience engaging all sorts of audiences: IT professionals, foodservice professionals, agents and brokers, farmers, physicians and other health care providers, etc. Using the Rival platform and the conversational approach, they're able to capture in-the-moment insights from B2B participants in a way that increases depth of disclosure and enhances data quality.
And, of course, if you are interested in going the DIY route, Rival Technologies can help with your B2B research. Our robust conversational platform makes it easy to do end-to-end B2B research: from recruitment to authoring and reporting and analysis.
B2B market research isn’t just about gathering data—it’s about creating a two-way dialogue with your clients. When you integrate their insights into your decision-making, you’re not only improving your offerings but also building stronger, more collaborative relationships.
By combining these best practices with tools like insight communities, personalized engagement strategies, and a focus on value, you’ll unlock the full potential of your research and position your organization as a trusted partner in the eyes of your business clients.
Thinking of creating a B2B insight community? Check out our guide for best practices, case studies and examples.
Got questions about insight communities and mobile research?Chat with one of our experts
No Comments Yet
Let us know what you think