After discussing the importance of B2B research and explaining the common challenges involved in it, today we explore the different ways to conduct B2B research.

Fixate on questions

Yes, research predominantly revolves around asking the right questions to the right people. Before you debate the methods of research, you must deliberate on the questions you need to ask. Here are a few significant B2B research questions we have curated and categorised for you:

Customer feedback

  • How satisfied are you using our products/services?
  • Were the problems which motivated you to make the purchase decision resolved?
  • How can we improve our services?
  • What benefits can we offer to improve your experience?
  • How would you rate the ease of doing business?
  • Are you interested in purchasing more from us?
  • Would you recommend us?
  • Are you aware of our other products and services?

Buyer assessment

  • What are your top organisational goals and industry targets?
  • What is your evaluation criteria?
  • What is your job title?
  • What is your budget and who is your budget authority?
  • What do you consider as red flags before making a purchase?

Competitor analysis

  • Which channels do you use to find new products/services and learn more about them?
  • How often do you purchase the products/services and from whom?
  • What is your typical budget and your maximum budget?
  • Are you satisfied with the existing product/service vendor and why?

Deep insights

  • What keeps you up at night?
  • What things, about your job, worry you the most?
  • What are the business challenges that you face on a daily basis?
  • What influences your purchase decision apart from conventional criteria?

The first three categories are self-explanatory, “deep insights” represents an unconventional approach which humanises your brand by truly understanding your buyer’s needs and problems. While this list is not exhaustive, it will give you an idea about the questions that you can ask in your research.

Time to research

After you define your objective, screen your questions and successfully eliminate any bias in them. It is time for you to begin your research. The popular ways of conducting B2B research are:


Be considerate about the time and convenience of your sample. For questionnaires and surveys which only demand short on point answers use direct mail. This is one of the most preferred modes of research by respondents as there is usually no deadline to adhere to.


Telephone conversations can be used for questions which need elaborate answers. The key is to time your calls to avoid any adverse reactions.


Face-to-face interviews are resource intensive and time-consuming. Though not suitable for quick research and surveys, it can give you an in-depth understanding about the respondent as the communication will also divulge non-verbal cues.

Focus group

They are rare in B2B research, but to get the most out of focus groups, both qualitative and quantitative methods should be combined and used. Ideally interview questions should be clubbed with survey elements.

At Tech Demand, we undertake surveys by email questionnaires and phone questionnaires to the desired job titles from different sized organisations to get answers relevant to your business, which can yield some immediate intel or feedback on initiatives. The results can be used for infographics, advertorials, podcasts, whitepapers, promotional campaigns etc.

We help you conduct B2B research to drive your marketing campaign. We use company websites, blogs, news, social media accounts, third-party reviews, company reports and presentations to create a company profile before beginning our research. This allows us to maintain the integrity of the sample and conduct effective research.

If you think Tech Demand can be of assistance to your upcoming exercise, then complete our Campaign Builder and we will get in touch with you.