In an ideal world, all B2B research would result in a tidy heap of quantitative statistics, graphs, and charts all pointing to a clear course of action. Company leaders would glimpse the dramatic numbers and approve strategy adjustments right away.
B2B market researchers don’t always get to give good news. Researchers often find themselves in the uncomfortable position of having to explain that the product isn’t great, sales efforts are failing, or marketing is kind of “meh”.
LinkedIn ad targeting is a surprisingly useful tool for studying the gender gap in tech giants. Especially in the absence of diversity reports.
Big data can be used to create a powerful supporting argument for nearly anything. Wielded foolishly or maliciously, the potential for harm is great. It has never been more important to use math responsibly.
When it comes to B2B studies, having the right people is just as important as asking the right questions.
The tech industry is all about market segmentation. Unfortunately, this tendency often leads tech companies to miss a key measurement of success: whether the solution is actually accomplishing the tasks it is being used for.
The surgeon’s hands. The detective’s analysis. The market researcher’s in-depth interview. Historically, human brilliance, practice, and skill have been essential to specialized professions. Artificial intelligence is about to change all that.
Understanding customers’ key buying criteria is vital to having a competitive edge. To give the people what they want, you have to know what they want.
When it comes to B2B market research, there is no better tool than In-Depth Interviews (IDIs) for gathering insight.
For many B2B companies, partners are their lifeblood. Partners drive sales and generate new opportunities, yet their needs are often overlooked. Companies’ B2B channel strategy suffers as a result.
B2B is a complex and challenging field, but most of all, it is fascinating. Join Sean Campbell, CEO of Cascade Insights, as he shares over 20 years of experience in the B2B market.
