Conducting research in the business-to-business space can be difficult, especially quantitative research. The targeting can be problematic, topics can be very technical, and not to mention expensive when compared to consumer research. That’s why when you are conducting a B2B research study, you want to ensure you use the best sample possible to get the best results.
Here are some tips to help you get
The B2B sample landscape isn’t the same as the consumer landscape – many of the better B2B providers aren’t as well-known. There are also many consumer sample providers who will sell you B2B sample that is really just consumer sample that has light B2B profiling.
The best strategy is to partner with someone who knows the intricacies of the B2B sample landscape. True specialists will know the best panels to get ITDMs, construction workers, small business owners, healthcare, etc. that way you won’t have to. They have deeper profiles for better targeting.
This tip is probably the most overlooked. A strong screener can help ensure that only your target audience is actually taking your survey. Designing your screener assuming your survey is going to a representative sample is best practice as people change jobs and roles and profiling may not be up to date.
Think through your data quality process prior to finalizing your questionnaire. It should include set standards, as well as question types to catch poor or fraudulent respondents. This will make data removal quick and easy.
This feels like a backdoor way to get B2B sample buyers to pay more – it isn’t. Think about how much of an incentive a professional will accept to take time to respond to your survey. If the price seems too good to be true, it probably is.
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