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• B2B research, challenges and benefits by Lauren Serota & Leah McDougald on January 29, 2009

  Design Forty follow-up: B2B research, challenges and benefits.
  
  We have noticed a recent interest in research within the business to business realm. We are defining business to business research primarily as a manufacturers’ interest in their customers (supplier/service providers). Some examples are medical product manufacturers’ interest in hospitals, housing industry manufacturers’ interest in home builders and banking industry manufacturers’ interest in banks.
  
  This growing interest in B2B research may be a result of the changing economy and the long term outlook for manufacturing in the US. The B2B research model focuses more on how to enhance the relationship between the manufacturer and their customer to ensure loyalty and encourage ideal experiences within their industry. It is about becoming a leader in their industry and establishing themselves as a preferred vendor based on empathy for their customer’s current experiences including challenges, limitations and environments. Beginning to focus on their customer’s success enables a partnership and can provide the support needed to increase success with the end consumer.
  
  Based on our experiences, B2B research offers a set of unique challenges that design researchers should consider before onset of the projects:

  Strategic Targets: Establishing clear targets for the research can be tough - often manufacturers do not know their key customers (suppliers/service providers). It is best to thoroughly understand current business strategies up front.

  Customer Relationships: Delicate relationships may exist between a manufacturer’s sales force and their customer. Careful handling of these relationships is key to a successful research project.

  Recruiting: Recruiting respondents for B2B is significantly more intensive and challenging than an end consumer recruit. It is less likely that business participants have the availability to devote time to a research effort, or have the permission/desire to participate in a research effort. Because this is the case, creative recruiting techniques and relaxed screening criteria are sometimes required.

  Compensation: Typically businesses being recruited look for benefit for their participation, and often times are not allowed to accept monetary/gift compensation. Showing insight into their current process or end consumer at no cost to them is often enough of a benefit to encourage participation.

  Confidentiality: Confidentiality becomes paramount when gathering information from competing businesses. Businesses need to be assured that their company information/processes will not be shared with competitors.

  Methodology: B2B methodologies need to be flexible and prioritized. Business participants often need to cut the time short, therefore it is necessary to know which data points are priorities.

  The number one key to a successful B2B research endeavor is to set expectations with the client early and often. Challenges aside, if this research is done correctly, the manufacturer, their customer, and the end consumer can benefit greatly. It is worth the effort and we look forward to seeing what 2009 will mean for B2B research!

  Listen to the Design Forty call on recruiting for B2B research here:
  

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• Upping the engagement level on surveys. by Taylor Lies on January 29, 2009

  If you believe like we do at Lextant than you’d agree that people are inherently creative and that research should be experiential and emotional. Creativity, experiences, and emotion – not words that typically come to mind with traditional online surveys. That isn’t to say there isn’t a place for them but that we simply shouldn’t be surprised that they may not always be an ideal means to understand people. This matches up well with some of the findings in a recent report by Engage Research and Global Market Institute that stated online surveys are experiencing declining completion rates, poor data quality, in part, because participants are bored. Frankly, questions with fixed answer sets or the habit of adding question after question don’t really seem to be the best ways to understand the inherent complexity in peoples’ behaviors, motivations, and preferences - especially considering that we find ourselves more frequently trying to understand generations that, more than ever, desire personalization, self-expression, and self-determination. Again, these are words that don’t typically come to mind with traditional online surveys.

  Online surveys, like those reported on, are just one hammer researchers have, but its likely that because of their flexibility, ease, and reach they’ve been used to hit too many nails. We’re at a point where technology has provided new and powerful ways to give the participant the control and freedom to appropriately express themselves and document their experiences and desires. We’re able to apply the principles or participatory research with available technology. People can now document themselves via audio, photo, or video recording, as well as do so when mobile or as needed, not fixed to a computer or their home. These tools create compelling experiences for the participant and provide rich, compelling data for the researcher. You don’t have to throw away your old hammer, but you should check out getting a couple new ones!

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• Disctrict Conference Advance Warning!! by Taylor Lies on January 07, 2009

  Here’s a quick heads-up to all you “Mideast” design practitioners. IDSA has announced the dates and location for the 2009 Mideast District Conference. We look forward to seeing you May 1-3, 2009 in Pittsburgh at, among other places, the Renaissance Pittsburgh Hotel. Thanks again for making last year in Columbus such a great (and educational) time! Click here to read a quick recap of last year’s Mideast District Conference held in Columbus, OH… or here for the photos.

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