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Incentives in B2B market research

By Andrew Dalglish -

One of the toughest aspects of conducting a B2B research study is securing the support of a hard-to-reach target audience.  B2B decision makers are time poor, under pressure and protected by Gatekeepers (e.g. their PA).  These are all features which make them less likely to take part in surveys and interviews, but with the right approach B2B respondents can be persuaded to take part in research.

So, what’s the trick?

Well, it’s all about careful incentivisation – you need to give respondents a compelling reason to support the research.  In a recent article for Research Live, Circle Research’s Andrew Dalglish explored this topic revealing how you can use ‘soft’ and ‘hard’ incentives to access the opinions of B2B audiences.

Read the article in full here.

Find out how we can help with your B2B market segmentation here.

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