By Andrew Dalglish - 16th May 2016
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.
Find out how we can help with your B2B market segmentation here.
Andrew has specialised in B2B research for over a decade and co-founded Circle Research in 2006. He is a columnist for B2B Marketing Magazine, a regular contributor to Research Live and frequent speaker at leading events such as the B2B Leaders Forum, Customer Experience Live and the Social Media World Forum. Andrew is a Chartered Member of the MRS, teaches the MRS B2B research course and holds an MA in Psychology from Aberdeen University alongside an MSc in Marketing from Strathclyde University.