B2B market research analyzes the needs, decision-making processes, and usage contexts of companies—that is, professional users, commercial buyers, specialists, and other internal and external stakeholders. It provides reliable data and an in-depth understanding of the context, enabling industrial and technology companies to precisely tailor their products, services, and strategies to their respective business customers.

Unlike B2C studies, B2B research targets smaller and highly specialized (expert) audiences and analyzes complex decision-making structures and buying centers. The density of information is higher, decisions are more rational, and it is often necessary to convince multiple decision-makers.

We use a mix of methods: qualitative methods (e.g., in-depth interviews, focus groups, ethnographic on-site observations, practical usability tests) to gain a deep understanding, and quantitative approaches (CATI/online surveys, pricing or conjoint analyses) to obtain reliable metrics. Hybrid diary apps or remote usability tests round out the portfolio when processes take place digitally.

Thanks to our in-house field and recruitment capabilities, we are able to identify and reach even niche or highly specialized target groups, such as laboratory managers, civil engineers, and specialized planners and operators of data centers. A global network of more than 35 country partners provides additional reach for international projects.

A project typically follows six phases: (1) Briefing & target audience definition, (2) tailored study design (qualitative, quantitative, or hybrid), (3) development of survey instruments, (4) fieldwork and data collection, (5) Analysis & interpretation by industry experts, (6) Presentation, including strategic recommendations and implementation workshops.

We calculate the cost of each project on a case-by-case basis. Factors that influence the budget include recruitment costs (rarity of the target group), sample size, field setting (on-site observation vs. online), international coverage, incentives, and the desired level of detail in reporting (e.g., management workshop, video summary).

Smaller studies can often be completed in 6–8 weeks, while large-scale, multi-method projects involving international recruitment typically take 10–12 weeks—depending on the target group, methodology, and number of countries involved.