Business-to-business (B2B) market research is a powerful tool for unlocking insights that drive strategy, product development, and customer satisfaction. However, conducting effective research in this space requires tailored approaches to navigate the unique challenges of B2B environments. At C+R Research, we’ve been providing category-leading insights to B2B organizations for decades. Here, we explore six examples of successful B2B research to show how a mix of innovative new approaches and proven research techniques can help businesses “level up” in their industry.

1. Utilities: From Service Provider to Trusted Partner

A regional utilities provider aimed to redefine its role from a basic service provider to a trusted partner. C+R Research primarily conducted in-depth interviews with business decision-makers and secondarily, focus groups with residential customers. The study revealed that building trust required honesty, consistency, customer focus, and cultural responsibility. These insights guided the utilities company’s strategic efforts to foster deeper connections with its customer base.

2. Technology: Creating a Unique Brand Identity for a Software Provider

In the competitive virtual meeting software market, differentiation is key. C+R Research helped a software provider craft a compelling brand identity by conducting two rounds of qualitative focus groups with business decision-makers. Participants shared their experiences with online meetings, provided feedback on competitors, and evaluated various brand positioning statements. The research offered a clear direction for the client to stand out in a crowded space with a resonant brand strategy.

3. Disaster Management: Understanding Customer Satisfaction Among Commercial Decision-Makers

Understanding and improving customer satisfaction is vital in B2B markets. C+R Research collaborated with a commercial disaster cleanup company to evaluate satisfaction levels and brand perception among business decision-makers. Through a quantitative tracking study conducted over several years, the research has provided insights into category usage, advertising effectiveness, and customer satisfaction trends. These findings have enabled the client to refine their messaging, confirm their industry leadership, and develop impactful advertising campaigns.

4. Consumer Packaged Goods: Connecting a CPG Brand with B2B Targets

Consumer packaged goods (CPG) companies often engage in B2B sales targeting retailers and distributors. One CPG client partnered with C+R Research for an ongoing study to track perceptions, preferences, and buying behaviors among B2B customers. By leveraging a mix of qualitative and quantitative research, the client gained actionable insights that helped make quick and reliable decisions across business units while building the company’s knowledge about each target.

5. Healthcare: Understanding Physicians’ Role in Pharmacy Selection

Pharmaceutical companies rely on understanding the decision-making dynamics between physicians and pharmacies. C+R Research explored physicians’ influence on pharmacy selection through interviews and surveys. The study illuminated key factors driving physicians’ recommendations and preferences, providing insights that would allow the client to tailor their approach to align with these critical decision points.

6. Agriculture: Refining Product Concepts for a Lubricant Brand

Targeting a niche market requires precision. A major lubricant brand partnered with C+R Research to evaluate new product concepts for the farming sector. In-depth interviews conducted at a farming expo revealed that farmers valued solutions that saved time and effort. The research identified five compelling concepts and optimized them to move into quantitative testing.

Your Industry Here: Taking the Lead

The above examples show the importance of customized, strategic approaches in B2B market research. From redefining brand identities to optimizing marketing communications and product offerings, the insights generated enable brands to achieve their goals and thrive in competitive markets. For businesses looking to take (or keep) the lead in their category, there is no substitute for custom market research.

Don’t wait for a crisis. Start informing your B2B strategy with powerful research, now.