B2B research presents a different set of challenges from consumer research. Sample universes are smaller, many professionals sit behind corporate gatekeepers, and the people you most need to hear from rarely have time to spare. Based on thousands of Russell projects, this guide covers recruiting, response rates, interview length, incentives, and video-based qualitative work.
Ten decisions to make before fieldwork
The following overview summarizes Russell’s B2B research tip sheet. The complete guide explains each recommendation in more detail.
- Explain why participation is worthwhile. A short invitation should make the subject and the benefit clear to a busy professional.
- Consider sharing useful findings. Information about peers can be part of the incentive, alongside payment, a gift, or a donation.
- Choose a method that can reach the audience. When the required roles or industries are uncommon, targeted telephone or live interviewing may reach people who are poorly represented on online panels.
- Use interviews to understand the buying process. Video interviews can help explain decisions involving several stakeholders without requiring a large quantitative sample of senior buyers.
- Account for gatekeepers. Assistants, email filters, and company rules can all affect recruitment. Make the invitation relevant and be transparent about the study.
- Keep to the promised interview length. Design the questions to fit the time agreed with participants; a professional’s willingness to start does not mean they can stay longer.
- Use existing customer information where appropriate. Relevant customer records can provide context and reduce questions that ask for information already held.
- Include the human reasons behind a business choice. Habits, peer influence, and personal experience can matter alongside formal purchase criteria.
- Screen for responsibilities, not just job titles. Establish what the person actually does and which decisions they make, because similar titles can describe different roles.
- Check the composition of the sample. Company size, industry, geography, and other market characteristics determine which comparisons the findings can support. Weighting does not remove the need to understand who was reached.