Introduction to B2B research

A one-day training course to be delivered by MRS B2B Network in association with the Market Research Society

The MRS B2B Network offers introductory training for researchers who are new to B2B research or who only conduct the occasional project in business markets.

The one-day course explores the key differences between B2B research and consumer research and provides guidance on the design and practice of B2B research.

What is B2B research?

Business-to-business (B2B) research is the analysis of business markets or issues throughout the product or service life cycle through the employment of research techniques.

Business markets are often niche or esoteric and required a level of technical knowledge that consumer research often does not. B2B research covers a range of topics, from the use of Post-It Notes in the office to complex industrial processes and equipment. Decision making is often complex and opaque, as is the distribution of products and services.

Why is the training course needed?

Increasingly researchers trained and experienced in consumer research are being asked to carry out research in business markets. There are fewer specialist B2B research agencies and many researchers are generalists.

As a response to this trend, the MRS B2B Network has recently been formed, to bring together and support client and agency side researchers when conducting B2B research.

There is currently little, if any, formal training available on B2B research best practice. The MRS B2B Network proposes to develop such training.

In a rapidly changing research and business market, the proposed course will ensure that researchers will be equipped to conduct research in this challenging market.

What is the course?

This course will introduce the key skills needed to deliver the evidence to support decision making and recommendations in the B2B space.

The one-day training course will cover:

• Introduction B2B research – definition, how it differs from consumer research, the specific challenges of conducting B2B research;
• Designing a B2B research project – key issues to consider e.g. size and nature of the market, how decision making is done, which methodologies are appropriate, how to draw the most appropriate sample, timing and project management issues, how to analyse findings.

Best practice when conducting B2B research:

• Role of desk research – what do we already know, what information is there in the public domain?
• Qualitative research – when is this appropriate and are there any specific considerations for B2B research in terms of sampling, location, methodology?
• Quantitative research – what are the key considerations, such as sampling, questionnaire design, methodology and analysis?
• Conducting international B2B projects – what are the challenges to be addressed?
• Analysis and reporting – how is analysis and reporting different for B2B research projects?

The course combines theory with real examples and practical exercises to allow delegates to apply their learning to actual B2B research challenges.

The course can be run either face-to-face or virtually.

Who would benefit?

The course offers an introduction to those new to B2B research but can also act as a refresher for more experienced researchers looking to fine tune their skills.

Who are the course conveners?

The course is run by Liz Montgomery and Trevor Wilkinson of the MRS B2B Network in association with the Market Research Society.

Liz and Trevor each has over 30 years’ experience of conducting B2B research. They were active in the Business Intelligence Group for many years and are experienced trainers and facilitators.