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B2B research, challenges and benefits
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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: