B2B qualitative research dives deep into the "why" behind customer actions, providing invaluable insights into their needs, motivations, and decision-making processes. Unlike quantitative research which focuses on "what" customers do, qualitative research explores the underlying reasons and perceptions driving those actions.
Instead of just crunching numbers, this type of research involves actually talking to your customers – through in-depth interviews or lively group discussions. It's about getting to the heart of what makes them tick: their needs, their challenges, and what truly matters to them.
This article will explore the ins and outs of B2B qualitative research, outlining its benefits, best practices, and various applications.
What To Expect From B2B Qualitative Research
Qualitative research is a type of market research that focuses on collecting and analyzing non-numerical data, such as feedback from focus groups and interviews. This type of research is used to understand the deeper opinions, reasons, assumptions, and motivations behind specific audiences.
In the context of B2B (business-to-business) markets, qualitative research is used to gain this level of insights from businesses decision-makers and customers.
For example, our B2B market research company conducted in-depth interviews on behalf of Agilence – a leading data analytics provider for loss prevention.
We interviewed their enterprise customers to better understand the benefits and costs associated with their products and services. With the results, we created a white paper for Agilence to feature on their website to further drive home the ROI of their platform.
The Core Benefits of Qualitative Research
The heart of why B2B qualitative research is so valuable are the data-driven, actionable benefits businesses walk away with. We always recommend conducting qualitative research first because it informs and reinforces any subsequent quantitative research.
More specifically, some of the key benefits of B2B qualitative research include:
Gaining a deeper understanding of your target audience
Quantitative data tells you what people do (ie. "50% of IT managers use cloud storage"). Qualitative research reveals why (ie. "They use cloud storage because it improves collaboration and reduces IT burden"). It goes beyond the numbers to truly understand your target audience's needs, motivations, and pain points.
Developing more effective marketing campaigns
With this deeper understanding of your audience, businesses can be confident in the language, tone, and marketing messaging that resonates most effectively. Going even further, businesses can use qualitative research to segment their audience to tailor their marketing campaigns to meet the preferences of each unique group.
Generating new product or service ideas
One of the greatest benefits of market research is that it validates (or invalidates) assumptions before investing too much time or money into new concepts. This is achieved by not relying on internal brainstorming sessions but real-world customer insights.
My favorite example of this is a qualitative research study we conducted with a healthcare company developing a new product for neurologists treating epilepsy. This international study provided crucial insights into neurologists' needs and preferences across different markets, ultimately helping our client make data-driven decisions about their product launch strategy.
Best Practices For B2B Qual Projects
Being compared to B2C, B2B market research is much different (here’s why). Therefore, it’s important to follow common best practices to ensure the success of your project.
A common phrase at Drive Research: Garbage in. Garbage out.
If you don’t execute a B2B qualitative research project correctly, then the insights gathered cannot be trusted to fuel decision-making. And isn’t that the whole point of conducting market research in the first place?
Some best practices for B2B qual. projects include:
- Clearly define your research objectives. Start with a well-defined scope and clear objectives to guide your research. This will help you stay focused and ensure your project delivers actionable results.
- Recruit the right participants. Carefully consider the specific criteria that define your ideal participants and how best to recruit them (More on this below 🙂).
- Analyze your data carefully. Go beyond surface-level observations and conduct a thorough analysis to identify key themes, patterns, and insights.
The Main Projects For B2B Qual. Research We Help With
As a full-service market research company, Drive Research executes many different types of qualitative methodologies. Whether you have a specific study in mind or need help determining what method is best, our team of researchers is ready to collaborate with you. Below are the more popular qualitative research projects that best deliver actionable insights for B2B organizations.
Concept Testing
Concept testing is often used to evaluate new product or service ideas. It reduces the risk of costly product development mistakes by identifying potential issues and customer expectations early on. This can be done through focus groups, in-depth interviews, or in-office usage testing.
For example, a SaaS company developing a new project management tool could use concept testing to gather feedback from potential users on the features, user interface, and overall value proposition of the tool. This feedback can help the company identify any potential usability issues or areas where the tool could be improved before it is launched.
Pricing Research
As you might expect, this type of qualitative research is used to understand how customers perceive the price of a product or service. It can also be used to set the right price of a product or service before launching it.
Through these studies, pricing research companies often utilize advanced analytic techniques such as conjoint analysis and other common pricing research methods to avoid pricing that is either too high (deterring customers) or too low (leaving money on the table).
Brand Research
Developing a strong brand identity is increasingly important in the B2B world. In fact, 84% of B2B marketers say brand awareness is their top goal (Content Marketing Institute).
The main goal of branding research is to understand how aware customers are of your business and how they perceive it. More specifically, it identifies key brand attributes, associations, and areas for improvement. With this information, businesses can improve their market positioning and further differentiate themselves from competitors.
Focus Groups
Focus groups are a type of qualitative research that involves bringing together a group of people to discuss a particular topic.
It encourages interaction and discussion among participants, which can lead to richer insights and a deeper understanding of customer perspectives. It's also an efficient way to gather feedback from multiple people simultaneously.
For example, a software company looking to improve its customer onboarding process could conduct focus groups with existing customers to gather feedback on their experiences and identify areas for improvement.
In-depth Interviews
Lastly, in-depth interviews (IDIs) are a type of qualitative research that involves conducting one-on-one interviews with key individuals such as business decision-makers or stakeholders.
Similarly to focus groups, IDIs allow for deep exploration of individual perspectives and experiences. They are particularly useful for understanding complex issues or sensitive topics.
How We Recruit For B2B Qualitative Data
Finding the right people to participate in your B2B research is essential for getting valuable insights. That's why we take a comprehensive and meticulous approach to recruitment.
It all starts with understanding your needs. We kick off every project with a detailed discussion to define your ideal participant profile, including their industry, job title, experience level, and any other relevant criteria.
Based on this information, we develop a customized recruitment strategy that may involve tapping into our extensive database of professionals, leveraging industry networks, or utilizing targeted outreach campaigns.
Vetting B2B Participants
Our commitment to quality goes beyond simply finding people who fit the basic demographics. We carefully vet each potential participant to ensure they truly align with your research objectives.
This often involves…
- Conducting phone screenings
- Reviewing LinkedIn profiles
- Exploring company websites to gain a deeper understanding of their background and expertise
Achieving High Show Rates
When we recruit B2B participants, Drive Research handles all the logistics, from scheduling interviews and focus groups to sending reminders and distributing incentives. This ensures high participation rates and allows you to focus on what matters most – gathering valuable insights from your target audience.
Recommended Resource: Guide to Improving Show Rates in Market Research
How We Execute Your Qualitative Research in B2B
Our team can help you with all aspects of your B2B qualitative research project, from start to finish. We can help you to:
Start To Finish Project Management
We can manage your entire B2B qualitative research project, from start to finish. This includes everything from recruiting participants to analyzing data and reporting findings.
Highest Quality Data
Drive Research is committed to providing our clients with the highest quality B2B qualitative data. We use a variety of methods to ensure the quality of our data, including rigorous screening of participants and careful analysis of data.
Expert Insights & Analytics
Our team of expert analysts excels at deciphering the complexities of B2B qualitative data. We'll provide you with clear, actionable insights and strategic recommendations, empowering you to make informed business decisions with confidence.
Contact Us Today For B2B Qualitative Research Help
If you are interested in learning more about how Drive Research can help you with your B2B qualitative research project, please contact us today.
- Message us on our website
- Email us at [email protected]
- Call us at 888-725-DATA
- Text us at 315-303-2040
Emily Rodgers
A SUNY Cortland graduate, Emily has taken her passion for social and content marketing to Drive Research as the Senior Marketing Manager. She has earned certificates for both Google Analytics and Google AdWords.
Learn more about Emily, here.
