B2B quantitative research works differently than in B2C.
Consider Greg, a 48-year-old male who loves baseball, likes Italian food, and has two kids. Greg will eventually turn into a 49-year-old male who loves baseball a little more, likes Italian food a little less, and still has two kids – albeit slightly older.
A B2C firm building a sample on personas like Greg have it easy. People’s preferences only change so much.
In the B2B world, 48-year-old Greg might lead data center initiatives for Microsoft. However, at 49, Greg might become the CEO of a tech startup.