Business to Business Marketing Research

Starved for Information

All research efforts have one goal: obtaining more, higher quality information. In the b-to-b marketplace, research takes the form of methodically collecting, dissecting and presenting new information to all the interested parties, for the purpose of improving your company’s knowledge of its market and customers. Today’s marketing research uses techniques from the social sciences: sociology, psychology and political science. In contrast to the subjective impressions that marketers often rely upon, research provides a reliable basis for your business decisions. The quality of your marketing research can directly affect your sales.

"Derived Demand"

Marketing researchers often fail to account for the differences between consumer-oriented and b-t-b research. Consumer research examines situations in which the manufacturer or service provider sells directly to the public. In contrast, in a b-to-b environment, businesses sell to other businesses, which in turn depend on retail customer demand. This is called "derived demand." In the b-to-b environment, your sales depend on your ability to help other businesses sell goods or services to their...