Research with B2B audiences is substantially harder than with consumer sample in three ways
Very large studies are often not feasible when the total population of target companies is limited to a few hundred and each of those companies have only a handful of relevant people involved in decision-making for purchase or usage of a particular product.
Respondents are typically time-poor professionals. They do not have the time to sign up to online panels and apps, where the majority of consumer sample comes from.
Respondents need meaningful incentives to complete surveys. Payments of a few cents or even a couple of dollars are not enough to compensate them for their attention and time.
Why does sourcing B2B respondents from research panels fail?
Even with dedicated B2B panels, let alone consumer panels, sourcing hard-to-reach professionals for online surveys is prone to failure:
First, there is the risk that you will not find enough respondents in a consumer panel. When your incidence rate (percentage of qualifying respondents) is very low, the time to get enough complete respondents can extend to weeks and months.
The second risk is that you will get the wrong people. No matter how good your screener is, some respondents will make mistakes and inadvertently qualify for B2B studies they are not meant to.
Third, fraud is common in market research. In B2C research, its percentage is tolerable and Conjointly tools have ways to automatically detect many common types of it. But when incentives are higher, like in B2B studies, there is the risk that you will end up with fraudulent responses.
Conjointly uses a tailored approach for B2B respondent recruitment for each research project
We perform a fresh recruit which means that respondents are sourced specifically for your research, based on your screening criteria. There is no panel (other than respondents from your previous projects with us who gave consent to be recontacted).
Respondents are verified via social media logins and answers to the screening questionnaires. Additional phone verification is performed in higher-risk cases.
Incentives are paid out via standard, non-anonymous funds transfers, adding another layer of verification of respondents’ location and identity.
We manually handle the whole process of recruitment, data collection and incentives payment.
We do not scrape social media data and do not attempt to create any “knowledge graphs” that can violate privacy and expose our clients to legal risks. We do not revolutionise. Instead, we painstakingly execute and deliver.
Request a quote for B2B sample from Conjointly today
Our five-step process starts with a request for quotation from you. We want to hear about your sample requirements: industry, geographical location of respondents, job titles, and any products they need to be decision-makers or users of.
Once we receive these requirements, our team will get respondent pre-search in motion and provide a quotation.Let's have a call Email your requirements
Surveying buyers of high-end maritime equipment
Time to insight: 20 days
MaritimeCo is a manufacturer of maritime equipment used by shipping companies across different regions and types of vessels.
MaritimeCo needed to conduct a pricing study to re-assess their current positioning, but previously found that survey research (even when conducted via specialised B2B panel companies) appeared unreliable due to suspicious locations of respondents and open-ended responses that seemed amiss.
Survey real decision-makers for their category with splits by geography and type of vessel.
Conduct pricing analysis to help re-assess their current positioning.
Process and outcomes
MaritimeCo engaged Conjointly to recruit 200 respondents in the shipping industry with authority over purchase of certain maritime equipment.
Conjointly performed direct outreach via social media to respondents, ensured verification of respondents' identities and paid incentives to them via bank and PayPal transfers.
Data collection of 200 responses was completed within 20 days, with requested splits ensured. MaritimeCo were satisfied with all responses received, noting a significant difference in response quality and substance from previously used B2B research panels.
The Conjointly research team additionally prepared pricing analysis for MaritimeCo and delivered results over three debriefing sessions.
A portion of the respondents wished to be re-contacted for further research. Their detail remain on file for a defined time period in case MaritimeCo needs to perform repeated research with their hard-to-get audience.