Business to business (B2B) research is more complicated than consumer research.

BEN has the experience to define what type of approach will answer the objectives, since often it is not possible to find the required answers using just one method. Finding the right respondents and encouraging them to share information is also crucial in the research.

BEN, having expertise in developing marketing strategies, is in a good position to define the best approach for the research.

There are some factors that make B2B market research special and different to consumer markets:

• The decision making unit is complex
• Products and their applications are complex
• There is a relatively small number of customers who may be large in their consumption 
• Personal relationships are of critical importance in B2B markets.