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

Unlike B2C studies, B2B research addresses smaller and highly specialized (expert) target groups and analyzes complex decision-making structures and buying centers. The information density is higher, decisions are more rational and several influencers often need to be convinced.

We use a mix of methods: qualitative methods (e.g. in-depth interviews, focus groups, ethnographic in-situ observations, practical application tests) for in-depth understanding and quantitative approaches (CATI/online surveys, pricing or conjoint analyses) for reliable key figures. Hybrid diary apps or remote usability tests complete the portfolio when processes run digitally.

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

A project usually follows six phases: (1) briefing & target group definition, (2) customized 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 each project individually. Budget drivers include recruitment costs (rarity of the target group), sample size, field setting (on-site observation vs. online), international coverage, incentives and desired reporting depth (e.g. management workshop, video summary).

Smaller studies can often be completed in 6-8 weeks, while extensive multi-method projects with international recruitment tend to take 10-12 weeks - depending on the target group, methodology and country scope.