Business-To-Business Research

Since the introduction of the personal computer, the incidence of business-to-business research, sometimes referred to as "executive interviewing," has been on a dramatic rise. Improved interviewing techniques, coupled with an appreciation for the value of conducting market research among business leaders, has fueled this growth. Currently, approximately 65% of Market Decisions' workload is business-to-business research; a large portion of this is in the high technology field. Market Decisions has built a strong reputation on its ability to deliver the highest quality information, from this very demanding audience.

The challenges of conducting quality business research are not substantially different from any other sophisticated research, but success requires a dogged commitment to the process. Specifically, Market Decisions has identified the following areas in which attention to detail is paramount.

  • Training of Interviewers. All Market Decisions' executive interviewers undergo significant training, in addition to the basic training all interviewers receive. They are trained in establishing rapport with the respondent, communication of the importance of the research, professionalism, and flexibility; they are our most experienced interviewing staff.
  • High Technology Training. To meet the specific demands of high technology research partners, interviewers are trained and constantly updated in areas of client server terminology, development tools, hardware specifications, Internet services, and other technology specialties.
  • Flexibility. One of the keys to conducting successful business research is the ability to remain flexible to the needs of the respondent. Interviewers are trained in many special skills: to make callbacks to complete unfinished interviews; to set up appointments at times convenient to the respondent; to handle inbound 800 number calls initiated by the respondent; to facilitate interviews during business as well as non-traditional hours, and to deliver supporting and / or contextual materials and information (via fax, mail or email). The overall goal is to make the interviewing experience as convenient and interesting as possible for the respondent. In many cases, respondents are also our clients' customers. We make a point to treat them with the most respect and courtesy.
  • Respondent Search. Perhaps the most difficult and challenging aspect of business research is the need to "search" for qualified, appropriate respondents. Rarely do lists of target respondents exist, and when they do, they often are inaccurate or non-specific. Finding and enlisting the time of a qualified respondent typically takes much more time than conducting the actual interview. An experienced executive interviewer understands the need for, and is capable of, performing a respondent search based upon the screening criteria and ultimate objectives of the research. Referrals, networking, and targeted screening questions are used to identify respondents who are qualified to participate in the study.
  • Extended Briefings. Although all projects are thoroughly briefed by the Account Executive, it is especially important to give sufficient background and insight to executive interviewers. The interviewers must project confidence and knowledge of the subject in order to obtain the trust and respect of the respondent.

Experience

There is no substitute for experience; Market Decisions has conducted business-to-business research in dozens of industries, and in dozens of countries.

The key to targeting these respondents is to find the business and technical decision makers; the personel with input to corporate decision making.

Business Decision Makers
  • CEOs, COOs, and Controllers
  • Presidents / Principals
  • VPs and Executive VPs
  • Buyers, Managers, and Directors
  • Builders / Contractors

Technical Decision Makers

  • CIOs / MIS Managers
  • LAN / Internet Techs

Professionals

  • Doctors
  • Lawyers
  • Architects
  • Teachers, etc.